The role of online brand community engagement on positive or negative self-expression word-of-mouth
The aim of this research is to explore how online engagement influences positive versus negative consumption-focused self-expression word-of-mouth. Three brands are selected to be the focus of the study (Starbucks, Apple, and McDonald’s), and six online brand communities of these brands participated...
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| Autores principales: | , |
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| Formato: | article |
| Lenguaje: | EN |
| Publicado: |
Taylor & Francis Group
2018
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/360effba3aa5469c813e9c9db6e01575 |
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