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Keywords: Psychological empowerment
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Journal Articles
Why do consumers engage in a social media brand community: investigating the effect of psychological empowerment on commitment and loyalty
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2023) 40 (6): 734–747.
Published: 25 April 2023
...Mahima Shukla; Richa Misra; Rahul Gupta Purpose This study aims to use empowerment theory to examine the relationship between a user's engagement type (active or passive) and psychological empowerment (intrapersonal and interactional) in the context of a social media brand community (SMBC...
