Investigating the Impact of Online Brand Communities on Online Customer Engagement and Brand Loyalty
Investigating the Impact of Online Brand Communities on Online Customer Engagement and Brand Loyalty
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Publisher
New York: Routledge
Journal title
Language
English
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Publisher
New York: Routledge
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Scope and Contents
Contents
Digital platforms develop and offer opportunities in the form of online brand communities (OBCs) to interact and engage customers with the brand, which might lead to brand loyalty over a while. The present study investigates how OBCs influence online customer engagement (OCE) and brand loyalty through a questionnaire survey of 488 social media user...
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Full title
Investigating the Impact of Online Brand Communities on Online Customer Engagement and Brand Loyalty
Authors, Artists and Contributors
Author / Creator
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TN_cdi_proquest_journals_2858504579
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2858504579
Other Identifiers
ISSN
0891-1762
E-ISSN
1528-6975
DOI
10.1080/08911762.2023.2180789
