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Keywords: Brand communities
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Journal Articles
Journal:
Online Information Review
Online Information Review (2017) 41 (7): 1046–1063.
Published: 13 November 2017
...Luis V. Casaló; Carlos Flavián; Sergio Ibáñez-Sánchez Purpose The purpose of this paper is to examine the influence of consumers’ perceived enjoyment and usefulness on their intention to follow and recommend an official account of a brand community on Instagram through satisfaction, following...
