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Keywords: Sharing
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Journal Articles
Journal:
Internet Research
Internet Research (2020) 30 (2): 575–590.
Published: 16 December 2019
...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...
