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Keywords: Customer involvement
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Journal Articles
Journal:
Online Information Review
Online Information Review (2019) 43 (3): 440–461.
Published: 22 November 2018
... involvement is an important moderator. The more involved the customer is, the more he/she will rely on the virtual brand community. Particularly, customer involvement has a positive moderating effect on the influence of subject factors, while it has a negative moderating effect on the influence of community...
