The Role of Community Benefits on Brand Loyalty in Automotive Social Media Brand Community
Objective: This study examines the benefits of online brand community interactivity in social media in the Indonesian automotive sector. Design/Methods/Approach: The proposed model was empirically assessed using survey data from 332 Indonesian-based automobile online brand community members on soc...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Airlangga
2023-04-01
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| Series: | Jurnal Manajemen Teori dan Terapan |
| Subjects: | |
| Online Access: | https://e-journal.unair.ac.id/JMTT/article/view/42435 |