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Keywords: Peer influence
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Journal Articles
Journal:
Management Decision
Management Decision (2023) 61 (10): 2994–3016.
Published: 04 September 2023
...Nan Wang; Tian Lv; Liya Wang; Aifang Guo; Zhenzhong Ma Purpose Online brand communities (OBCs) are important platforms to obtain consumers' ideas. The purpose of this study is to examine how peer influence and consumer contribution behavior simulate innovative behaviors in OBCs to increase idea...
