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...
Enregistré dans:
| Auteurs principaux: | , |
|---|---|
| Format: | article |
| Langue: | EN |
| Publié: |
Taylor & Francis Group
2018
|
| Sujets: | |
| Accès en ligne: | https://doaj.org/article/360effba3aa5469c813e9c9db6e01575 |
| Tags: |
Ajouter un tag
Pas de tags, Soyez le premier à ajouter un tag!
|