Cuomo, Maria Teresa; Mazzucchelli, Alice; Chierici, Roberto - In: Qualitative Market Research: An International Journal 23 (2020) 3, pp. 339-361
Purpose: Taking jointly into account social commerce and online brand community, this paper aims to investigate how the growth of social commerce and the fast adoption of online brand communities have given firms the opportunity to establish a new kind of community, namely, the social commerce...
