2016
DOI: 10.14400/jdc.2016.14.9.159
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The Sociological Antecedents of Brand Attachment: A comparison of Broadcasting and Passive Consumption on Social Networking Sites

Abstract: In this study, the authors examine the ways in which social media ultimately affects the attachment of individuals to their favorite brands. Through an analysis of data using multiple linear regression, this study finds that SNS (social networking site) users that post status updates for a wide audience have no bearing on the individual's use of socialization agents. Those who consume social news passively are, however, likely to depend on socialization agents for determining their final purchase decisions. So… Show more

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