Cargando…
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...
| Autores principales: | , , , , , , |
|---|---|
| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2022
|
| Materias: | |
| 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 |