How Do We Engage Customers in Official Activity in the Virtual Brand Community? The Effects of Enterprise-Generated Contents on Customer Engagement Behaviors
The rapid development of information and communication technologies has positioned virtual brand communities as key platforms for facilitating direct interactions between companies and customers. As part of this trend, enterprises are increasingly utilizing enterprise-generated content (EGC) to driv...
| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2024-12-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/19/4/171 |