Influencing consumer engagement in online customer communities: The role of interactivity
Purpose: The purpose of this article was to investigate consumer engagement in online customer communities and the influence of interactivity on it. A conceptual model linking different dimensions of interactivity and consumer engagement was proposed and tested. Rationale: The ability of managers to...
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| Format: | Article |
| Language: | English |
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AOSIS
2016-08-01
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| Series: | Acta Commercii |
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| Online Access: | https://actacommercii.co.za/index.php/acta/article/view/381 |