Restaurant brand pages on Facebook: Do active member participation and monetary sales promotions matter? [Summary]
Files
TR Number
Date
2015
Journal Title
Journal ISSN
Volume Title
Publisher
Virginia Tech
Abstract
The purpose of this paper is to investigate the impact of members’ active participation in customer– brand relationships, considering brand trust and brand commitment in an online community context. It also investigates the moderating effect of monetary sales promotions in building and maintaining customer– brand relationships.
Description
Keywords
Brand trust, Brand commitment, Facebook page, Monetary sales promotion, Restaurant, sales, Hospitality sales