Kang, JuheeTang, Liang (Rebecca)Fiore, Ann Marie2017-09-022017-09-022015http://hdl.handle.net/10919/78795The 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.application/pdfenCreative Commons Attribution 4.0 InternationalBrand trustBrand commitmentFacebook pageMonetary sales promotionRestaurantsalesHospitality salesSummary