Customer engagement in firm-initiated and consumer-initiated online brand communities: an exploratory study.
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| Title: | Customer engagement in firm-initiated and consumer-initiated online brand communities: an exploratory study. |
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| Authors: | Raichur, Vishwas G.1, vishwasraichur@iitb.ac.in, Sharma, Dinesh1, dineshsharma@iitb.ac.in, Kalro, Arti D.1, kalro.arti@iitb.ac.in |
| Source: | Information Systems & e-Business Management; Mar2025, Vol. 23 Issue 1, p169-207, 39p |
| Database: | Applied Science & Technology Source |
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| ISSN: | 16179846 |
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| DOI: | 10.1007/s10257-023-00630-6 |
