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What is Hutter 2013 about?

This study examines the impact of user interactions on social media, specifically the MINI Facebook page, on brand awareness and purchase intention. Findings indicate that engagement with the fanpage positively influences brand awareness and word of mouth, while information overload can lead to negative effects on user commitment. The research highlights the importance of social media in shaping consumer perceptions and decision-making processes in marketing.

Author

As Sia

Language

EN