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Communication management 2.0
2017
Journal of Communication Management
Purpose -The purpose of this paper is to investigate how and why individuals use corporate pages on Facebook with the aim of developing a usage-specific inventory of incentive factors which describe brand page utilization for consumption, participation and production behavior. Design/methodology/approach -A combined perspective of uses-and-gratifications (U&G) and social cognitive theory (SCT) was applied to develop three models of brand page behavior. Based on a literature review, an online
doi:10.1108/jcom-07-2016-0056
fatcat:snpglivdejhe3fhncotlhjs474