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Keywords: Social brand community
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2021) 25 (1): 1–23.
Published: 16 April 2020
...Hanna Lee; Sun-Jin Hwang Purpose The purpose of this paper is to explore and examine the different word-of-mouth (WOM) acceptance and diffusion in social brand communities according to the level of self-monitoring. Design/methodology/approach A web-based experimental design was used...
