Advocacy participation and brand loyalty in virtual brand communtity

Conference object English OPEN
Munnukka, Juha; Uusitalo, Outi; Jokinen, Elisa;
(2014)
  • Publisher: Moderna organizacija
  • Subject: virtual brand community | social media | advocacy participation | loyalty

Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active content creation activities. Personal and reciprocal communication and consumers’ participation in virtual brand communities are the main sources through which comm... View more
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