Do Product Characteristics Affect Customers’ Participation in Virtual Brand Communities? An Empirical Study

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 virtual brand communities, they fail to answer a...

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Detalles Bibliográficos
Autores principales: ShiYong, Zheng, JiaYing, Li, HaiJian, Wang, Dukhaykh, Suad, Lei, Wang, BiQing, Li, Jie, Peng
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8770827/
https://www.ncbi.nlm.nih.gov/pubmed/35069380
http://dx.doi.org/10.3389/fpsyg.2021.792706

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8770827/
https://www.ncbi.nlm.nih.gov/pubmed/35069380
http://dx.doi.org/10.3389/fpsyg.2021.792706

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