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Keywords: Communal-brand connection
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Journal Articles
Creating identification with brand communities on Twitter: The balance between need for affiliation and need for uniqueness
Available to Purchase
Journal:
Internet Research
Internet Research (2017) 27 (1): 21–51.
Published: 06 February 2017
... of this paper is to examine how individuals manage their competing needs for being affiliated (operationalized as personal and communal-brand connections) and for being seen as distinctive (operationalized as need for uniqueness (NFU)) when they are members of brand communities on Twitter. The authors have also...
