DOI: 10.24251/hicss.2018.266
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Abstract: As social media has become a prominent platform for networking, many organizations have begun to establish more than one brand community, as a set of supplements to their branded websites. Once most online brand interactions take place on social networking sites rather than branded sites, such customer-oriented interactions will become much more complicated and unpredictable. It is a real challenge for organizations to build successful customer-brand relationships through social networking sites. Hence, organi…

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