Take the pressure down: investigating the influence of peer pressure on participation desire in child-oriented brand communities
Abstract
Given the connectedness modern technology provides for communication, peer pressure is becoming more prevalent amongst children, with children often pressured into using certain brands by their...
Paper Details
Title
Take the pressure down: investigating the influence of peer pressure on participation desire in child-oriented brand communities
Published Date
Jun 19, 2020
Volume
29
Issue
8
Pages
690 - 705
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