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The Customers’ Citizenship Behaviors in Social Media Brand Community: How Do Customers Become Fans of Your Brand?

The Customers’ Citizenship Behaviors in Social Media Brand Community:  How Do Customers Become Fans of Your Brand?

Name:
Jahyun Song

Department:
Hotel & Restaurant Administration

Abstract:
This study seeks the ways in which cultivate customers’ brand citizenship behaviors by investigating why customers participate in Facebook brand fan pages and how they develop identification with the brand through engaging in such brand pages.