Why people use online social media brand communities
Abstract
Purpose The success and survival of any form of online community relies on the presence and active participation of its users. Hence, ensuring active user participation and retaining existing users is a key concern of the moderators of online communities. To address these challenges, the purpose of this paper is to investigate the epistemic, emotional, and social values that influence users’ intention to continue using an online social media...
Paper Details
Title
Why people use online social media brand communities
Published Date
Apr 9, 2018
Journal
Volume
42
Issue
2
Pages
205 - 221
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Notes
History