A multidimensional scale for measuring online brand community social capital (OBCSC)
Abstract
Online brand communities (OBCs) provide businesses with a mechanism to generate unparalleled consumer engagement, loyal customer relationships, and reliable marketing intelligence. Pertinent to the effectiveness of OBCs is the development of social capital that has the propensity to enhance the quality of interactive relationships within the community, thereby influencing factors critical to the ongoing success of the OBC. This paper considers...
Paper Details
Title
A multidimensional scale for measuring online brand community social capital (OBCSC)
Published Date
Jul 1, 2019
Journal
Volume
100
Pages
234 - 244
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