Leveraging marketer-generated appeals in online brand communities
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DOI: 10.1108/josm-11-2015-0378
Abstract: The proliferation of online brand communities has shifted control over brands from firms to consumers. Demonstrating how marketers can stimulate consumers to use these opportunities and engage with the brand in such communities, the purpose… read more here.
Keywords: brand communities; brand; marketer generated; generated appeals ... See more keywords