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Keywords: Brand community identification
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Journal Articles
Journal:
Information Technology & People
Information Technology & People (2026) 39 (1): 240–277.
Published: 31 October 2024
... confirmation was found to be moderate from a hierarchical regression. Findings The results of SEM show that virtual interactivity has a positive effect on product-related content, and social norms were found to have significant effects on creating product-related content. Brand community identification...
