This paper explores the role of self-brand connection of Twitter users with the Twitter brand in determining both their loyalty to Twitter and their behaviors and attitudes to the businesses they follow on Twitter. We also test the proposition that perceived self- Twitter personality match is instrumental in strengthening self-brand connection for its users.
CITATION STYLE
Pentina, I. (2015). Exploring Self-Brand Connection in The Social Media Context: The Case of Twitter. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 282). Springer Nature. https://doi.org/10.1007/978-3-319-10873-5_163
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