Say yes to Facebook and get your customers involved! Relationships in a world of social networks

This article investigates the role of Facebook in the establishment of relationships between brands and their fans, extending the link between relationship marketing and online consumer behavior. We explore what drives a user to connect with a brand profile on Facebook, to participate and interact w...

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Veröffentlicht in:	Business horizons 2014-11, Vol.57 (6), p.695-702
Hauptverfasser:	Pereira, Hélia Gonçalves, de Fátima Salgueiro, Maria, Mateus, Inês
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand Brands Consumer behavior Facebook Online consumer behavior Relationship marketing Social networks Studies
Online-Zugang:	Volltext
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