Brand engagement and community user behaviors in online interest communities : exploring a moderated mediation model
Year of publication: |
2024
|
---|---|
Authors: | Hao, Ruohong ; Liang, Xiaobei ; Hu, Meng |
Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 36.2024, 2, p. 512-530
|
Subject: | Brand engagement | Citizenship behaviour | Empirical research | Lurker | Online community | Poster | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenführung | Brand management | Markenartikel | Brand | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
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