Author Type

Graduate Student

Date of Award

2019

Document Type

Dissertation

Publication Status

Version of Record

Submission Date

October 2026

Thesis/Dissertation Advisor [Chair]

Sashi, C.M.

Abstract

An estimated 90% of U.S. companies including Tesla, 3M, McDonald’s, and UnitedHealth Group use social media such as Facebook, Instagram, and Snapchat to connect with consumers and form community around their brands; yet little is known about the effects of different social media structures on consumer-brand relationships. The purpose of this research is to understand the unique nature of firm-hosted online brand communities on social networking sites and how they can be used to retain customers. We review the literature on online brand communities as a tool for building relationships and apply network theory to understanding firm-hosted online brand communities on social networking sites. Relationship marketing provides a framework for how consumer-brand relationships are developed, built, and maintained. Network theory explains how different network structures interact with network processes to produce specific outcomes for individuals and groups.

Extent

177 p.

Comments

Includes bibliography.|Dissertation (Ph.D.)--Florida Atlantic University, 2019.|FAU Electronic Theses and Dissertations Collection|Includes bibliography.

Identifier

FA00013360

Format

pdf

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