Exploring the Motivation to Follow Small Brands on Social Media
Maria Grigoriadou,
Agisilaos Konidaris
Abstract:Social media have impacted numerous aspects of consumers’ social life, including consumer behavior and the consumer—brand relationship. Consumer behavior is evolving though social platforms and is shaping the perceptions and the actions of customers towards brands. As a result, more and more brands are seeking visibility through social networks, establishing an online presence, trying to trigger interaction and engagement with consumers. This paper explores consumer motivation to interact and engage with small… Show more
Set email alert for when this publication receives citations?
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.