Building Brand-Fan Relationships in Social Commerce Contexts: Mediators of Online Brand Relationships
Abstract: The effect of the Internet and social media on consumer behavior has recently begun to outweigh the effect of traditional marketing strategies. Therefore, numerous enterprises have begun to use social media to communicate with brand users, and social media has b"ecome the optimal tool...
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| Lenguaje: | English |
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Universidad de Talca
2019
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| Acceso en línea: | http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000200109 |
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