CHAPTER 6

Source 4: Personal (Social) Media Brand

The customers’ need for sharing personal experiences and engagement with others characterize brand consumption in social media. The social dimension shows that customers use social media for experience exchange, community attachment, link building, and social engagement.

Social-sourcing

What is the role of the brand in the reality of a customers social interactions?

Experience Exchange

Customers use social media to share their personal brand experiences with others. In this light, customers are willing to broadcast their consumption activities and experiences not only for their own benefit and self-promotion, but also for the benefit of others. It is expected that customers would pay attention ...

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