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Keywords: Helping behavior
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Journal Articles
Journal of Research in Interactive Marketing (2023) 17 (3): 434–452.
Published: 18 July 2022
...Junyun Liao; Wei Wang; Peng Du; Raffaele Filieri Purpose This paper aims to explore whether or not and how brand community supportive climates (information- versus emotion-supportive climates) have an impact on consumer-to-consumer helping behavior. Design/methodology/approach A survey...
