Community experience promotes customer voice: co-creation value perspective
Abstract
Purpose Based on the online brand community, this study focuses on how online brand community experience affects customer voice and discusses the relationship between community engagement and community commitment. Specifically, we examine the mediation effect of community engagement between community experience and customer voice and also the moderation role of community commitment. Design/methodology/approach The survey data is collected...
Paper Details
Title
Community experience promotes customer voice: co-creation value perspective
Published Date
Jun 2, 2021
Volume
39
Issue
6
Pages
825 - 841
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