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The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty
Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study wit...
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ژورنال
عنوان ژورنال: Journal of Marketing
سال: 2009
ISSN: 0022-2429,1547-7185
DOI: 10.1509/jmkg.73.5.30