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Keywords: Citizenship behaviour
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Journal Articles
Brand engagement and community user behaviors in online interest communities: exploring a moderated mediation model
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Asia Pacific Journal of Marketing and Logistics (2024) 36 (2): 512–530.
Published: 04 September 2023
... communities. This study attempts to investigate the effects of brand engagement on the online interest community operation. Design/methodology/approach The authors propose a model that delineated the influence of brand engagement on consumers' citizenship behavior in the online interest community from...
