Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience
IntroductionConsumers’ adoption behavior is critical to the success of new products, but the effects of brand communities on new product adoption have rarely been investigated. In this study, we draw on network theory to examine how consumer participation in brand communities (in terms of participat...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2023-03-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1014825/full |