Do Product Characteristics Affect Customers’ Participation in Virtual Brand Communities? An Empirical Study
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DOI: 10.3389/fpsyg.2021.792706
Abstract: The virtual brand community has become an important marketing tool for companies. A successful brand community marketing strategy should attract a large number of consumers. Although past studies have revealed consumer motivations for participating in… read more here.
Keywords: virtual brand; product; brand; participate brand ... See more keywords