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2012•International Journal of Information ManagementRequires access

To be or not to be in social media: How brand loyalty is affected by social media?

Michel Laroche, Mohammad Reza Habibi, Marie‐Odile Richard

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Key concepts: Brand community, Brand loyalty, Brand management, Social media, Business, Brand awareness, Advertising, Brand extension

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To be or not to be in social media: How brand loyalty is affected by social media? — Research Paper | ScholarLens