Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention.
Joe PhuaSeunga Venus JinJihoon (Jay) KimPublished in: Telematics Informatics (2017)
Keyphrases
- social media
- social networks
- brand image
- online social
- social media streams
- online social networks
- social connections
- social networking
- network structure
- social network sites
- social influence
- social graph
- social relations
- social networking sites
- social media platforms
- information diffusion
- social relationships
- link prediction
- social interaction
- peer to peer
- wireless sensor networks
- viral marketing
- social network analysis
- tie strength
- virtual communities
- complex networks
- purchase intention
- video sequences
- learning environment