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Characteristics of social media interaction have been transformed from actions that are silent, isolated and invisible to noisy, public, and unmanageable (Patterson, 2012). The impact of interaction of both between the brand and consumer, and among consumers, have grown tremendously in social media as it encourages consumer engagement not only for personal connection but also for information search and share of opinions (e.g., product reviews) (Chu and Kim, 2011). As a result, social media (e.g., Facebook, Twitter) has become the main platform of consumer socialization as well as marketing communications.

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Jan 1st, 12:00 AM

Social Capital in Social Media and Its Effect on Brand Attachment and Purchase Intention

Characteristics of social media interaction have been transformed from actions that are silent, isolated and invisible to noisy, public, and unmanageable (Patterson, 2012). The impact of interaction of both between the brand and consumer, and among consumers, have grown tremendously in social media as it encourages consumer engagement not only for personal connection but also for information search and share of opinions (e.g., product reviews) (Chu and Kim, 2011). As a result, social media (e.g., Facebook, Twitter) has become the main platform of consumer socialization as well as marketing communications.

 

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