The importance of relationship closeness expectations in brand-page communication in social networking sites

Master thesis English OPEN
Frias, Rui Alberto Móia Praça;
(2013)
  • Subject: Relationship theory | Social networking sites | Spokes-characters | Facebook | :Ciências Sociais::Economia e Gestão [Domínio/Área Científica]

While there is extensive research regarding the way users in social networking sites (SNSs) connect and communicate with each other, literature on consumer-brand relationships in SNSs is scarce. This paper hypothesizes and tests the impact of varying the source of commu... View more
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