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Keywords: Consumer-brand relationship
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Journal Articles
The role of generative AI in shaping consumer–brand relationships: a comparative study of the microblogging platforms X and threads
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–17.
Published: 02 December 2025
... Microblogging platforms X Threads Consumer–brand relationship Generative AI Microblogging platforms have become essential components of today’s digital landscape, allowing for real-time communication of knowledge and global debates (Buccoliero et al., 2020). They have witnessed remarkable...
Journal Articles
Enhancing participation intentions in online brand communities
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2022) 40 (7): 898–913.
Published: 20 June 2022
...Vikas Kumar Purpose This study conceptualizes and validates a model of participation intentions in online brand communities by including perceived brand authenticity and consumer-brand relationship as its antecedents. Design/methodology/approach Data were collected from different online brand...
Journal Articles
Rise and fall of interactions with brand communities
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2022) 40 (6): 772–786.
Published: 27 May 2022
... 2022 08 05 2022 09 05 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Behavioral interaction Brand community Consumer-brand relationship Social media An Emergent relationship is a relationship which has been...
