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....

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Bibliographic Details
Main Authors:	Yao Cao, Zhimin Zhou, Salman Majeed
Format:	Article
Language:	English
Published:	Frontiers Media S.A. 2021-08-01
Series:	Frontiers in Psychology
Subjects:	organizational climate customer inspiration customer interaction brand marketing consumer behavior online brand communities
Online Access:	https://www.frontiersin.org/articles/10.3389/fpsyg.2021.706889/full

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