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Keywords: Intrinsic and extrinsic motivations
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Journal Articles
Journal of Research in Interactive Marketing (2023) 17 (1): 61–77.
Published: 14 December 2021
...Ricardo Godinho Bilro; Sandra Maria Correia Loureiro Purpose This paper focuses on customer engagement in online brand communities (OBCs). Drawing upon self-determination theory (SDT), the research proposes a conceptual model portraying the effect of intrinsic and extrinsic motivations on hedonic...
