Original paper
The levers of engagement: an exploration of governance in an online brand community
Abstract
Online brand communities represent an increasingly important touchpoint for establishing effective consumer–brand relationships. Growing consumer empowerment and an absence of empirical research on the subject, however, have left many firms struggling to balance the often contradictory goals of community propagation for corporate gain with the autonomy demanded by such groups. This exploratory study investigates the management of this tension...
Paper Details
Title
The levers of engagement: an exploration of governance in an online brand community
Published Date
Jul 27, 2018
Journal
Volume
26
Issue
3
Pages
240 - 254
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Notes
History