Developing a Behavior Model for Utilitarian Service Consumers toward Engagement in Online Brand Communities
Objective The present study aims to explain the behavioral pattern of utility service consumers toward engagement in online brand communities. Many companies seek to attract and communicate more with customers; therefore, they try to strengthen their relationships with customers by creating online b...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Tehran
2023-03-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_91927_295754231fe680f704ba0206497a42e4.pdf |