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Besides official social pages of organizations, the anonymous online consumer communities are emerging phenomena. Participating these communities may affect the relationship between consumers and brands. Focusing on the higher education context, where consumers and brands have strong relationship, this work examines the impact of participating "Confessions pages"-the anonymous community on the brand relationship outcomes. Quantitative data were collected from 480 university students in Ho Chidoi:10.1080/23311975.2021.1947558 fatcat:fqohhs7nqjgl7llf5yd4ckvil4