Determinants of online brand communities’ and millennials’ characteristics: a social influence perspective
Online communities have evolved to allow larger numbers of individuals to interact with other users to form a collective virtual environment influenced by members within the community. Existing studies on online brand communities (OBCs) tied millennials’ participation and interactions to a unidimens...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Wiley
2021
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| Subjects: | |
| Online Access: | https://repository.londonmet.ac.uk/8449/1/Psychology%20and%20Marketing_OBC%20social%20influence%20-%202021_Willis_M.pdf |