Benefits of Facebook fan/brand page marketing and its influence on relationship commitment among Generation Y: Empirical evidence from Malaysia
This study aims to understand the influence of relational benefits of Facebook brand/fan page towards relationship commitment among Generation Y. Additionally, this study also investigates the mediating effect of customer satisfaction on the relationship between relational benefits and relationship...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
2018
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/25202/1/Benefits%20of%20Facebook%20fan%20brand%20page%20marketing%20and%20its%20influence%20on%20relationship%20commitment%20among%20Generation%20Y%20E.pdf https://eprints.ums.edu.my/id/eprint/25202/ https://doi.org/10.1016/j.tele.2018.07.002 |
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