Elsharnouby, Mohamed H.; Mohsen, Jasmine; Saeed, Omnia T.; … - In: Journal of Research in Interactive Marketing 15 (2021) 4, pp. 571-591
Purpose: This study aims to examine the relationships between the online communities’ characteristics and resilience to negative information (RNI) mediated by both brand knowledge and brand involvement. Design/methodology/approach: According to stimulus-organism-response (S-O-R) framework,...