Benefits of Facebook fan/brand page marketing and its influence on relationship commitment among Generation Y: Empirical evidence from Malaysia

• 主要な著者: Nor Azim Ahmad Radzi, Amran Harun, T. Ramayah, Abdul Wahid Mohd Kassim, Jaratin Lily
• フォーマット: 論文
• 言語: English
• 出版事項: 2018
• 主題: HB Economic theory. Demography
• オンライン･アクセス: 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

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...