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Keywords: Lifespan of communities
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Journal Articles
Journal of Product & Brand Management (2021) 30 (2): 335–350.
Published: 08 June 2020
... attitude Red packet interaction Incentive Gamification Consumer-brand relationship Lifespan of communities WeChat The prevalence of social networking sites (SNSs) has shifted the way companies establish and nurture their brand communities (Pongpaew et al., 2017). In particular...
