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Keywords: Identificación con la comunidad
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Journal Articles
Be a part of it: promoting WOM, eWOM, and content creation through customer identification
Open Access
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2020) 24 (1): 55–72.
Published: 25 February 2020
...Jaime Romero; Daniel Ruiz-Equihua Propósito La identificación del consumidor genera comportamientos que son beneficiosos para las empresas. Esta investigación analiza el efecto directo de la identificación con la compañía y la identificación con la comunidad sobre la creación de contenido, así como...
