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Keywords: Consumer-brand identification
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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
... interaction to enhance consumer-brand identification and customer–customer social bonds which enable to transform the audience into a community. Focusing on the constant reinforcement of online brand community by supporting customer–customer relationships is critical for voluntary value co-creation...
