Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience

INTRODUCTION: Consumers’ adoption behavior is critical to the success of new products, but the effects of brand communities on new product adoption have rarely been investigated. In this study, we draw on network theory to examine how consumer participation in brand communities (in terms of particip...

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Detalles Bibliográficos
Autores principales: Jiang, Ying, Liao, Junyun, Pang, Jiecong, Hu, Hsin-Li
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2023
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10032044/
https://www.ncbi.nlm.nih.gov/pubmed/36968722
http://dx.doi.org/10.3389/fpsyg.2023.1014825

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10032044/
https://www.ncbi.nlm.nih.gov/pubmed/36968722
http://dx.doi.org/10.3389/fpsyg.2023.1014825

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