Keywords: VBC engagement
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Journal Articles
Internet Research 1–21.
Published: 03 December 2025
...Nedra Bahri-Ammari; Abhishek Mishra; Anish Yousaf; Anil Bilgihan Purpose Extant works on virtual brand community (VBC) engagement are limited to engagement with the community or the brand, without comprehensively investigating the antecedents and consequences of both. Additionally, most works have...

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