Social media lovers in Colombia: the role of online brand communities in developing brand love

Considering the increasing popularity of Social Media Marketing, strategists have begun to explore the ability of Brand Communities to enhance consumers’ emotional bonds and develop, in turn, higher levels of brand loyalty, trust, brand reputation and positive word-of-mouth. For this reason, the ari...

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Detalles Bibliográficos
Autor Principal: Vélez Muñoz, Jorge Andrés
Formato: Trabajo de grado (Bachelor Thesis)
Lenguaje:Desconocido (Unknown)
Publicado: 2013
Acceso en línea: