Does the Purpose of Using Social Media Platforms Affect Relations between Consumers and Brand?

Jewon Lyu; Jihyun Kim

Consumer Behavior

Does the Purpose of Using Social Media Platforms Affect Relations between Consumers and Brand?

Authors: Jewon Lyu (Kent State University - Kent Campus) , Jihyun Kim (Kent State University - Kent Campus)

Abstract

This study explores consumers' motivation to use social media platforms. Psychological Sense of Community and Media System Dependency theory have been used as a theoretical lens to explore consumers' motivations.

Keywords:

How to Cite: Lyu, J. & Kim, J. (2018) “Does the Purpose of Using Social Media Platforms Affect Relations between Consumers and Brand?”, International Textile and Apparel Association Annual Conference Proceedings. 75(1).