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Keywords: Netnography
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Journal Articles
Journal:
Journal of Business Strategy
Journal of Business Strategy (2016) 37 (3): 22–29.
Published: 16 May 2016
... to be the bonding element that keeps the group together. That is, the product not only leads to nostalgic emotions that strengthen the links between participants and the brand but it also binds participants to each other, stimulating a sense of a community. Nostalgia Social media Brand community Netnography...
