Track

CB

Presentation Type

Poster

Description

This study explores consumers' motivation to use social media platforms. Psychological Sense of Community and Media System Dependency theory have been used as a theoretical lens to explore consumers' motivations.

Creative Commons License

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

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Jan 1st, 12:00 AM

Does the Purpose of Using Social Media Platforms Affect Relations between Consumers and Brand?

This study explores consumers' motivation to use social media platforms. Psychological Sense of Community and Media System Dependency theory have been used as a theoretical lens to explore consumers' motivations.

 

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