Customer engagement in a Facebook brand community

Management Research Review

Volumn 35, Issue 9, 2012, Pages 857-877

  Gummerus, Johanna ^a   Liljander, Veronica ^a   Weman, Emil ^b   Pihlström, Minna ^a  

^a HANKEN SCHOOL OF ECONOMICS   (Finland)

^b Genera Networks Ab   (Sweden)

Author keywords

Brand community; Brands; Communities; Consumer behaviour; Customer engagement; Customer loyalty; Customer satisfaction; Facebook; Relationship benefits; Social media; Social networking sites

Indexed keywords

EID: 84864125530     PISSN: 20408269     EISSN: None     Source Type: Journal    
DOI: 10.1108/01409171211256578     Document Type: Article

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