The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing behaviors

@inproceedings{Hudson2016TheIO,
  title={The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing behaviors},
  author={Simon Hudson and Li Huang and Martin S. Roth and Thomas J. Madden},
  year={2016}
}
Companies are increasingly allocating more of their marketing spending to social media programs. Yet there is little research about how social media use is associated with consumer–brand relationships. We conducted three studies to explore how individual and national differences influence the relationship between social media use and customer brand relationships. The first study surveyed customers in France, the U.K. and U.S. and compared those who engage with their favorite brands via social… CONTINUE READING

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