Is visual content modality a limiting factor for social capital? Examining user engagement within Instagram-based brand communities
Abstract In the age of virtual cocreation of value by consumers, the role of the content modality in the development of social capital has been largely overlooked. Given that different modalities lead to varied forms of digital communication, this study examines whether a predominantly visual modali...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2024-01-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-023-02529-6 |