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Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention

Social MediaBrand IdentificationPersonal BrandingInteractive MarketingSocial ComputingBrand CommitmentConsumer ResearchManagementSocial InfluenceSocial Medium MarketingCommunicationBrand AwarenessArtsMarketingBrand Engagement