Consumer engagement in online brand communities
This thesis advances the concept of consumer engagement as a valid approach to the conceptualisation and measurement of Online Brand Community (OBC) participation. Against the background of rapid technological advances affecting the way consumers interact online, this thesis posits that past represe...
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University of Glasgow
2015
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| Online Access: | https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.666396 |