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Keywords: Engagement practices
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Journal Articles
Virtual brand community engagement practices: a refined typology and model
Available to Purchase
Journal:
Journal of Services Marketing
Journal of Services Marketing (2017) 31 (3): 204–217.
Published: 08 May 2017
...Linda D. Hollebeek; Biljana Juric; Wenyan Tang Purpose Despite Schau et al.’s (2009) pioneering research addressing consumers’ community engagement practices, scholarly understanding of the nature and dynamics characterizing consumers’ engagement practices in virtual (online) brand...
