Stimulating Customer Inspiration Through Online Brand Community Climates: The Mediating Role of Customer Interaction
This study examines the impacts of the online brand community (OBC) climate on customer interaction and customer inspiration, which are yet under-explored in the extant literature. The data were collected online from the Chinese respondents (N = 504) to analyze the proposed constructs of the study....
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2021-08-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.706889/full |