Hedonic and utilitarian motivations to use Facebook brand communities and their effect on purchase intentions

Essi Pöyry, Petri Parvinen, Tuuli Malmivaara

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Original languageEnglish
Title of host publication6th Global Sales Science Institute Annual Conference (GSSI), Turku, Finland, June 13-15, 2012
PublisherGlobal Sales Science Institute (GSSI)
Publication statusPublished - 2012
MoE publication typeA4 Article in a conference publication

Cite this

Pöyry, E., Parvinen, P., & Malmivaara, T. (2012). Hedonic and utilitarian motivations to use Facebook brand communities and their effect on purchase intentions. In 6th Global Sales Science Institute Annual Conference (GSSI), Turku, Finland, June 13-15, 2012 Global Sales Science Institute (GSSI).