The analysis of dynamic emotional contagion in online brand community
Online brand communities (OBCs) could benefit firms in many usages, ranging from collecting consumers’ suggestions or advice to interacting with community members directly and transparently. Creating a positive emotional atmosphere is essential for such communities’ healthy development as its boosts...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2022-09-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.946666/full |