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A new form of brand experience in online social networks : an empirical analysis

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Indian women and Facebook apparels brand communities : a study with reference to Koovs, Myntra and Shein

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Examining ePWOM-purchase intention link in Facebook brand fan pages : trust beliefs, value co-creation and brand image as mediators

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Developing a multi-dimensional measure of hotel brand customers' online engagement behaviors to capture non-transactional value

Shin, Hakseung; Perdue, Richard R. - In: Journal of travel research : a quarterly publication of … 62 (2023) 3, pp. 593-609

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

Ozuem, Wilson; Willis, Michelle - 2022

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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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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How TOMS' "one day without shoes" campaign brings stakeholders together and co-creates value for the brand using Instagram as a platform

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Using social media posts as resources for engaging in value co-creation : the case for social media-based cause brand communities

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Building value co-creation with social media marketing, brand trust, and brand loyalty

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Customer nontransactional value cocreation in an online hotel brand community : driving motivation, engagement behavior, and value beneficiary

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