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Keywords: Transfer of meaning theory
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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
... theory Transfer of meaning theory Social identity theory Business models Social media Social interaction Self-expression Brand community identification Customer–customer relationships Consumer-brand identification Social network brand identification Social media marketing Virtual communities...
