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Can social media-based brand communities build brand relationships? Examining the effect of community engagement on brand love.

Crystal T. LeeSara H. Hsieh
Published in: Behav. Inf. Technol. (2022)
Keyphrases
  • social media
  • brand image
  • social media streams
  • social networks
  • community structure
  • online social
  • community detection
  • website
  • digital libraries
  • content analysis
  • online communities
  • information networks