Does the Purpose of Using Social Media Platforms Affect Relations between Consumers and Brand?
Abstract
This study explores consumers' motivation to use social media platforms. Psychological Sense of Community and Media System Dependency theory have been used as a theoretical lens to explore consumers' motivations.
How to Cite:
Lyu, J. & Kim, J., (2018) “Does the Purpose of Using Social Media Platforms Affect Relations between Consumers and Brand?”, International Textile and Apparel Association Annual Conference Proceedings 75(1).
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