Why do consumers engage in online brand communities – and why should brands care?
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DOI: 10.1108/jcm-04-2020-3739
Abstract: Purpose The purpose of this paper is to explore consumers’ motivations for engaging in Facebook brand communities, and what outcomes brands can gain from online engagement. Design/methodology/approach An online consumer panel was used to collect… read more here.
Keywords: consumers engage; facebook brand; engage online; brand communities ... See more keywords