Benefits of facebook fan/brand page marketing and its influence on relationship commitment among generation Y: empirical evidence from Malaysia

• Main Authors: Ahmad Radzi, Nor Azim, Harun, Amran, Ramayah, T., Mohd Kassim, Abdul Wahid, Jaratin, Lily
• Format: Article
• Published: Elsevier Ltd. 2018
• Subjects: T Technology (General); HF5410-5417.5 Marketing. Distribution of products
• Online Access: http://eprints.uthm.edu.my/5812/; https://doi.org/10.1016/j.tele.2018.07.002
• Institution: Universiti Tun Hussein Onn Malaysia

This study aims to understand the influence of relational benefits of Facebook brand/fan page towards relationship commitment among Generation Y. Additionally, this study also investigates the mediating effect of customer satisfaction on the relationship between relational benefits and relationship...