Building engagement in online brand communities : the effects of socially beneficial initiatives on collective social capital
Year of publication: |
2022
|
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Authors: | Wong, Amy ; Lee, Marcus |
Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 65.2022, p. 1-14
|
Subject: | Empathy | Engagement | OBCs | Prosocial behaviors | Social capital | Sozialkapital | Social Web | Social web | Soziales Verhalten | Social behaviour | Soziale Beziehungen | Social relations | Soziales Netzwerk | Social network | Online-Marketing | Internet marketing |
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