Customers often rely on peers’ opinions and experiences when forming expectations and evaluating a service provider. New media channels such as consumer review platforms and social networking sites help customers obtain firsthand information from other customers to evaluate a service. Prior...

Purpose – Brand fan pages on social networks have become very popular online services. However, empirical research on fan pages is still in its infancy. Therefore, the purpose of this study is to investigate the effect of fan pages on the customer‐brand relationship and what motivates users...