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Keywords: Business models
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Journal Articles
Online brand communities’ contribution to digital business models: Social drivers and mediators
Available to Purchase
Journal of Research in Interactive Marketing (2019) 13 (4): 437–463.
Published: 01 October 2019
...Wioleta Kucharska Purpose There is limited research examining social drivers and mediators of online brand community identification in the context of business models development. This study aims to identify them behind the social mechanisms and present essential factors which should be applied...
