How Consumers Form Attitude towards A Brand's Facebook Page from Friends' "Likes"?

Date
2015-11-12
Authors
Rashid, Sanuwar
Kwon, Wi-Suk
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Altmetrics
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Abstract

The rapid growth of Facebook users allures brand managers to create their brands’ Facebook pages. This research applied social psychology theories to investigate the process by which consumers form an attitude towards a brand’s Facebook page from their friends’ “likes”.

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