The roles of time investment on Twitter with brand relationship quality and brand attachment
Given its ever-increasing popularity, marketers are keen on exploring the benefits of using Twitter to create branded relationships with consumers. Central to the idea of consumer-brand relationships is the concept of commitment, which requires investment of direct resources, such as time, on the p...
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| Format: | Others |
| Language: | English |
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2012
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| Online Access: | http://hdl.handle.net/2152/ETD-UT-2011-12-4765 |