Motivation, engagement, attitudes and buying intent of female Facebook users
Orientation: This research examined the influence of motives and engagement on brand attitudes and the influence thereof on buying intentions in the context of online social media brand communities. Research purpose: The primary purpose was to investigate the interrelationship between motives, engag...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2016-05-01
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| Series: | Acta Commercii |
| Subjects: | |
| Online Access: | https://actacommercii.co.za/index.php/acta/article/view/340 |