Fanning the flames of brand love: The impact of the fan page and the mediating role of sense of brand community
This conceptual paper explores the impact of fan pages on brand love and the mediating role of a sense of brand community. Given the increasing importance of social media in brand management, this paper employs deductive reasoning to explore the relationships between key variables with the aid of e...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
IEECA
2023-09-01
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| Series: | Journal of Eastern European and Central Asian Research |
| Subjects: | |
| Online Access: | https://www.ieeca.org/journal/index.php/JEECAR/article/view/1206 |