NAVIGATING ONLINE BRAND ADVOCACY (OBA): AN EXPLORATORY ANALYSIS
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DOI: 10.1080/10696679.2017.1389246
Abstract: This study answered a call for an investigation into the way in which consumers advocate for brands online, which was termed Online Brand Advocacy (OBA). An analysis of 1,796 online posts on two different types… read more here.
Keywords: analysis; advocacy oba; brand advocacy; brand ... See more keywords