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Digital Marketing Strategies for Value Co-creation : Models and Approaches for Online Brand Communities

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Chapter 1: Introducing Online Brand Communities -- Chapter 2: Participation and customer involvement -- Chapter 3: Online brand communities and loyalty intentions -- Chapter 4: Consumer engagement -- Chapter 5: Social identity and online brand communities -- Chapter 6: Brand and customer loyalty...

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Parasocial relationship effects on customer equity in the social media context

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Customer participation in firm-initiated activities via social media : understanding the role of experiential value

Quach, Sara; Shao, Wei; Ross, Mitchell; Thaichon, Park - In: Australasian marketing journal : AMJ ; official journal … 29 (2021) 2, pp. 132-141

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Case study: how a business school blog can build stakeholder relationships and create added value in an MBA marketing program

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How do alternative strategic orientations influence social media performance?

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Understanding electronic social customer relationship management : foundations and current major themes

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How can social networking sites help build customer loyalty? : an empirical investigation

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Characterizing ex situ value : a customer-dominant perspective on value

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