The deeper, the better? Effect of online brand community activity on customer purchase frequency.
Ji WuLiqiang HuangJianliang Leon ZhaoZhongsheng HuaPublished in: Inf. Manag. (2015)
Keyphrases
- electronic commerce
- online stores
- online communities
- online retailers
- purchase intention
- online learning
- marketing strategies
- purchase behavior
- internet shopping
- potential customers
- grocery shopping
- online learning communities
- product information
- virtual communities
- social support
- learning community
- low frequency
- real time
- customer service
- customer behavior
- decision process
- marketing campaigns
- steady state
- e learning
- brand image
- social networks