Consumer engagement in a virtual brand community: An exploratory analysis

Volume: 66, Issue: 1, Pages: 105 - 114
Published: Jan 1, 2013
Abstract
null null Despite the extensive use of the term “engagement” in the context of brand communities, the theoretical meaning and foundations underlying this term remain underexplored in the literature to-date. Drawing on a literature review, this study adopts netnographic methodology to explore the nature and scope of consumer engagement in an online brand community environment. The study reveals the complex multidimensional and dynamic nature of...
Paper Details
Title
Consumer engagement in a virtual brand community: An exploratory analysis
Published Date
Jan 1, 2013
Volume
66
Issue
1
Pages
105 - 114
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