Determinants of online brand communities’ and millennials’ characteristics: A social influence perspective
Volume: 38, Issue: 5, Pages: 794 - 818
Published: Mar 5, 2021
Abstract
Online communities have evolved to allow larger numbers of individuals to interact with other users to form a collective virtual environment influenced by members within the community. Existing studies on online brand communities (OBCs) tied millennials’ participation and interactions to a unidimensional view. Specifically, OBCs scholars generally aggregate individual millennials’ participation and commitment, ignoring the variance among the...
Paper Details
Title
Determinants of online brand communities’ and millennials’ characteristics: A social influence perspective
Published Date
Mar 5, 2021
Volume
38
Issue
5
Pages
794 - 818
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