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Keywords: Heterogeneity
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Journal Articles
Journal of Product & Brand Management (2025) 34 (5): 634–647.
Published: 23 April 2025
...Jiangle Zhang; Liqin Yu; Zhimin Zhou Purpose This study aims to explore the impact of the humor climate in online brand communities on consumer engagement behavior, as well as the roles played by social capital, value heterogeneity and information heterogeneity in this process. Design...
