Mostafa, Rania B.; Sobhy Temerak, Mohamed - In: Journal of Research in Interactive Marketing 18 (2024) 6, pp. 1136-1154
Purpose This paper aims to identify the mechanism through which consumer empowerment, created via the Facebook brand page (FBBP), is transformed into brand page stickiness. Specifically, a model examining the mediating role of FBBP experience and the moderating role of brand love is proposed and...