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Keywords: Etribes and online communities
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Journal Articles
Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement
Available to Purchase
Journal of Research in Interactive Marketing (2021) 15 (4): 571–591.
Published: 31 May 2021
... Etribes and online communities The present study contributes to the literature in three respects. First, the relationship between the brand knowledge and brand RNI has not been examined yet. We contribute to the literature by revealing the key role of brand knowledge in interpreting consumer’s...
Journal Articles
Sentiment analysis of virtual brand communities for effective tribal marketing
Available to Purchase
Journal of Research in Interactive Marketing (2017) 11 (1): 16–38.
Published: 13 March 2017
... at: xema13@micamail.in 17 09 2015 30 12 2015 28 02 2016 06 06 2016 14 07 2016 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Social media marketing Etribes and online communities Marketing communications Brand management...
Journal Articles
“Digital buddies”: parasocial interactions in social media
Available to Purchase
Journal of Research in Interactive Marketing (2016) 10 (4): 305–320.
Published: 10 October 2016
... to their one-sided online interactions with SMP: 31 03 2016 06 06 2016 15 06 2016 © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Social networks Qualitative research Twitter Etribes and online communities Parasocial...
