Brand engagement and community user behaviors in online interest communities: exploring a moderated mediation model
Ruohong Hao,
Xiaobei Liang,
Hu Meng
Abstract:PurposeAs fertile soil for product promotion, online interest communities have gradually come into brands' view. However, existing research does not clarify whether brand engagement in consumer interaction is beneficial to the development of online interest communities. This study attempts to investigate the effects of brand engagement on the online interest community operation.Design/methodology/approachThe authors propose a model that delineated the influence of brand engagement on consumers' citizenship beh… Show more
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