Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective

Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective

This study adopts a brand relationship quality (BRQ) perspective to reveal the reason firms’ investments in social media-based brand communities should increase their social relationship marketing performances. An empirical analysis with 234 Facebook users who joined brand communities was conducted...

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Bibliographic Details
Main Authors: Liguo Lou, Yongbing Jiao, Joon Koh
Format: Article
Language:English
Published: MDPI AG 2021-05-01
Series:Sustainability
Subjects:
social media
brand fan
needs fulfillment
brand relationship quality
fan engagement
Online Access:https://www.mdpi.com/2071-1050/13/11/6117

Internet

https://www.mdpi.com/2071-1050/13/11/6117

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