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Keywords: Social identity theory
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Journal Articles
Investigating the brand evangelism effect of community fans on social networking sites: Perspectives on value congruity
Available to Purchase
Journal:
Online Information Review
Online Information Review (2019) 43 (5): 842–866.
Published: 22 November 2018
...Li-Chun Hsu Purpose Many enterprises recognize that social media is a valuable source of information propagation for brands. Using the self-congruity and social identity theories as theoretical bases, the purpose of this paper is to develop an integrated conceptual model and explore the effects...
