Chang, Shing-Wan; Fan, Shih-Heng - In: International Journal of Retail & Distribution Management 45 (2017) 3, pp. 253-270
results demonstrate that engagement, affective commitment and continued intention to use are predominantly influenced by, in … turn, social interaction tie, content value and affective commitment. Research limitations/implications The study is … maintain the brand-customer relationship are discussed first. Subsequently, the predictors of fans’ engagement and affective …