Bowden, Jana Lay-Hwa; Conduit, Jodie; Hollebeek, Linda D.; … - In: Journal of Service Theory and Practice 27 (2017) 4, pp. 877-897
Purpose Online brand communities (OBCs) are an effective avenue for brands to engage consumers. While engaging with the brand, consumers simultaneously interact with other OBC members; thus engaging with multiple, interrelated engagement objects concurrently. The purpose of this paper is to...
