Keywords: Behavioral interaction
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Journal Articles
Marketing Intelligence & Planning (2022) 40 (6): 772–786.
Published: 27 May 2022
...Saeed Arablooye Moghaddam; Mohammad Rahim Esfidani Purpose This paper investigates the impact of consumer relationships with brand communities on behavioral interactions on Instagram. The objective is to identify different types and stages of relationships between consumers and brand communities...

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