Encouraging Passive Members of Online Brand Communities to Generate eWOM Based on TAM and Social Capital Theory
Online brand communities have become a strong marketing tool for companies. However, passive members form the majority of these communities, and although it is recognized that passive members' electronic word-of-mouth (eWOM) has a powerful impact on success and prosperity of online brand commun...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
IEEE
2021-01-01
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| Series: | IEEE Access |
| Subjects: | |
| Online Access: | https://ieeexplore.ieee.org/document/9317782/ |