Unlocking the Marketing Potential of Social Capital: A Study to Identify the Dimensions of Social Capital Considered Represented within Online Brand Communities.
Stacey LiLillian ClarkColin WheelerPublished in: ICEBE (2013)
Keyphrases
- social capital
- social support
- group discussion
- website design
- critical mass
- socio cultural
- information flow
- knowledge sharing
- human capital
- information and communication technologies
- user perceptions
- public sector
- sound theoretical
- inter organizational
- online learning
- website
- software engineering
- internet marketing
- social sciences
- anecdotal evidence
- decision making