Opening the black box: Examining consumer-brand relationship in brand social networking sites
Over the past few years, social networking sites are increasingly popular in the area of relationship marketing. It provides the opportunity for brand marketers to extend relationship with their potential and existing consumers in the virtual environment. Still, little research has been done to exam...
| Published in: | Heritage, Culture and Society: Research agenda and best practices in the hospitality and tourism industry - Proceedings of the 3rd International Hospitality and Tourism Conference, IHTC 2016 and 2nd International Seminar on Tourism, ISOT 2016 |
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| Main Author: | |
| Format: | Conference paper |
| Language: | English |
| Published: |
CRC Press/Balkema
2016
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85016230266&partnerID=40&md5=83d66a256471cb445fa37aa13da838f8 |