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Enhancing purchase intention through social media brand community: the roles of social presence, interactivity, and peer motivation.
Chun-Ming Chang
Wen-Hui Cheng
Published in:
ICEC (2016)
Keyphrases
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social media
purchase intention
social presence
virtual communities
social interaction
online communities
online shopping
learning community
positive effects
instant messaging
social networks
product quality
social learning
computer mediated
collaborative learning
computer mediated communication
online learning
distance learning
e learning
significantly higher
social networking
discussion forums
online stores
online social networks
user generated content
case study
knowledge sharing
communication tools
learning outcomes
learning experience
social networking sites
survey data
statistically significant