How online brand community participation strengthens brand trust and commitment: A relationship marketing perspective.
Marios PournarisHabin LeePublished in: ICEC (2016)
Keyphrases
- online communities
- virtual communities
- social capital
- social media
- decision making
- purchase intention
- social awareness
- online learning communities
- trust and reputation systems
- website design
- online advertising
- content analysis
- online learning
- brand image
- trust model
- learning community
- structural equation modeling
- group discussion
- social networking
- website
- social activities
- consumer behavior
- data mining