Factors explaining user loyalty in a social media-based brand community
Background: Marketers are interested in taking advantage of the capabilities of social media-based brand communities to develop long-term relationships with their customers. This research investigated the usage of a South African Facebook page to understand user attitudes and attendant pressures on...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2017-02-01
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| Series: | South African Journal of Information Management |
| Subjects: | |
| Online Access: | https://sajim.co.za/index.php/sajim/article/view/744 |