Motivations to interact with brands on Facebook– Towards a typology of consumer

Machado, J. C.Azar, Salim L.Carvalho, Leonor Vacas deMendes, Ana2016-12-212016-12-212015MACHADO, J.C.; AZAR, Salim L.; CARVALHO, Leonor Vacas de; MENDES, Ana - Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions. In 10th Global Brand Conference, Turku, Finland United Kingdom, 27-29 April, 2015. [Extended revised abstracts, p. 169-174]http://hdl.handle.net/10400.14/21135engSocial networking sitesFacebookOnline brandingConsumer behaviorCluster analysisMotivations to interact with brands on Facebook– Towards a typology of consumer–brand interactionsconference object