Estrella-Ramón, Antonia; Ellis-Chadwick, Fiona - In: Online Information Review 41 (2017) 7, pp. 954-968
Purpose Due to the fact that user-generated content (UGC) and online brand communities (OBCs) are gaining popularity, the purpose of this paper is to identify the type of UGC that has a real effect on product success, in terms of the number of owners, within a popular OBC associated with video...