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Keywords: Lurker
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Journal Articles
Brand engagement and community user behaviors in online interest communities: exploring a moderated mediation model
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2024) 36 (2): 512–530.
Published: 04 September 2023
..., which further influences online community citizenship behavior (feedback, advocacy and tolerance) of both posters and lurkers, especially for the posters. Although relationships are more complex, brand engagement activates the development of online interest communities to some extent. Originality...
