An integrative typology of relational benefits and costs in social media brand pages
Georgios Tsimonis, Sergios Dimitriadis, and Suha Omar
This article focuses on consumer–brand relationships in the social media environment and suggests a typology of the benefits and costs consumers perceive when interacting with social media brand pages.
Introduction
The emergence of communication technologies, which have developed in parallel with the rise of the Internet, have served as platforms facilitating interaction with and among consumers, allowing the formation of brand communities in social networks (Z
