Social Media Value Creation Practices and Interactivity of Electronic Word of Mouth Systems
The main drivers of value creation in a ‘brand community’ are social networking, community engagement, impression management, and brand use. Marketers are therefore interested in determining which factors affect the value creation practices. This study examines the impact of the Interactivity of Ele...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2023-04-01
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| Series: | Journal of Information Technology Management |
| Subjects: | |
| Online Access: | https://jitm.ut.ac.ir/article_92360_6668b7f168e18551d59e81a758eed1be.pdf |