Restaurant brand pages on Facebook: Do active member participation and monetary sales promotions matter? [Summary]

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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

Citation