Agozzino (2012) examined how social media can be used to establish a personal relationship between brand and customers. The study aimed to understand how millennials engage with brands on social media and build a personal relationship with them. The findings showed that social media is a powerful tool for brands to connect with their audience and develop a personal relationship that can positively influence customer loyalty.
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Agozzino, Alisa (2012). "Building A Personal Relationship Through Social Media: A Study Of Millenial Students' Brand Engagement". Ohio Communication Journal. 50: 181–204.
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