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Companies’ Facebook pages have emerged as a commonly used marketing channel and their importance as a sales channel is likely to increase. Details about consumers’ underlying motivations to use these pages need to be linked to their effect on the host company’s business. This study distinguishes between consumers’ hedonic and utilitarian motivations for using company-hosted Facebook pages and relates...
Company-hosted Facebook pages have emerged as a commonly used marketing tool, but consumers' underlying motivations for using these pages and their effect on members' intentions to purchase the host company's products are currently unclear. The present study examines consumers' hedonic and utilitarian motivations for using company-hosted Facebook pages in relation to the community's usage behavior...
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