In recent years research studies have tackle the issue of brand fan economy and their behaviours, however little is known about brand evangelism. Given that many consumers are crazy in love with brand fan page on Facebook, understanding how fans behave in brand fan page is crucial in determining brand evangelism. Our main goal is to understand how different dimensions of social capitals in online fan page exert influence on brand love and how the underlying mechanism in turn facilitates consumers to develop brand evangelism. By using partial least square (PLS), the results show that the three dimensions of social capital impose differing effects in influencing the establishment of brand love and its consequent effect on brand evangelistic b...
Brands often seek endorsements by consumers on social media (e.g., likes on Facebook). But is this m...
This research examines the empirical model of individuals’ involvement with fan pages. The research ...
[[abstract]]Nowadays, more and more companies use social media like Facebook to attract Facebook use...
In line with social media development, the online brand community becomes an alternative media that ...
In todays’ digital age, the way consumer interacts with other consumers as well as organization had ...
The purpose of this study was to obtain a comprehensive understanding of brand evangelism that is la...
Purpose – This paper aims to analyse the antecedents of brand love in online network-based communiti...
In line with social media development, the online brand community becomes an alternative media that ...
This study examines the role of social media-based marketing in generating social capital by analyzi...
Social media networks such as Facebook enable advertisers to embed social connection information wit...
The aim of this study is to propose a social identity approach to consumer-brand affective relations...
The Purpose of this study is to examine the relationship between interaction, trust, reciprocity, id...
The primary objective of the current research is to propose and investigate a conceptual model which...
Purpose: Drawing on service logic, the authors investigate how value cocreation leads to evangelical...
This paper investigates how personalized advertising affects customer brand relationship in social m...
Brands often seek endorsements by consumers on social media (e.g., likes on Facebook). But is this m...
This research examines the empirical model of individuals’ involvement with fan pages. The research ...
[[abstract]]Nowadays, more and more companies use social media like Facebook to attract Facebook use...
In line with social media development, the online brand community becomes an alternative media that ...
In todays’ digital age, the way consumer interacts with other consumers as well as organization had ...
The purpose of this study was to obtain a comprehensive understanding of brand evangelism that is la...
Purpose – This paper aims to analyse the antecedents of brand love in online network-based communiti...
In line with social media development, the online brand community becomes an alternative media that ...
This study examines the role of social media-based marketing in generating social capital by analyzi...
Social media networks such as Facebook enable advertisers to embed social connection information wit...
The aim of this study is to propose a social identity approach to consumer-brand affective relations...
The Purpose of this study is to examine the relationship between interaction, trust, reciprocity, id...
The primary objective of the current research is to propose and investigate a conceptual model which...
Purpose: Drawing on service logic, the authors investigate how value cocreation leads to evangelical...
This paper investigates how personalized advertising affects customer brand relationship in social m...
Brands often seek endorsements by consumers on social media (e.g., likes on Facebook). But is this m...
This research examines the empirical model of individuals’ involvement with fan pages. The research ...
[[abstract]]Nowadays, more and more companies use social media like Facebook to attract Facebook use...
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