... rights only The purpose of this study is to explain how online brand communities work to support the denormalization of controversial (i.e. illegal yet normalized) gaming practices. This qualitative study was characterized by long-term immersion in an online brand community for Brazilian...

...Zhimin Zhou; Ge Zhan; Nan Zhou Purpose Consumers share negative brand experience in many occasions to vent their emotion and seek support. The purpose of this paper is to investigate the impact of negative sharing on members’ happiness in online brand communities by drawing from two opposing...

... and Petty, 1996 ; Lee and van Dolen, 2015). Accordingly, we expect both positively, and negatively framed comments might be positively associated with the level of users’ engagement with brand posts: Facebook User engagement Social media marketing Online brand community Electronic word-of-mouth...

... for measuring customer participation in social media brand communities. The results of this study present several implications for online brand communities managers and are likely to support future research in the context of social media brand communities. This paper is the first to develop...

... Limited 2013 Online brand community EWOM Negative event Brand community identification Brand involvement Brand awareness Brand loyalty Brand community as a social aggregate has drawn the attention of brand fans and has become increasingly prevalent. Marketers who recognize the value...