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Keywords: Depth-interviews
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Journal Articles
European Journal of Marketing (2017) 51 (9-10): 1713–1738.
Published: 12 September 2017
... communities (LGCCs). Design/methodology/approach Thematic analysis of data collected through multi-method approach comprising depth-interviews, participant observation of community events and online community forums was used to identify benefits and costs of SGCC participation. Findings Eight benefits...

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