Publication | Open Access

Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation

MarketingSocial MediaAdvertisingDigital MarketingConsumer–brand RelationshipsActive ParticipationInteractive MarketingHospitality MarketingConsumer ResearchBrand DevelopmentConsumer BenefitsManagementCommunicationBrand AwarenessArtsBrand EquityConsumer Engagement