Consumer engagement in firm-hosted online brand communities : exploring personality traits as antecedents of consumer engagement and value, with the moderating role of personal values
As consumers increasingly adopt online rather than offline as their preferred communication channel, understanding the nature of online consumer engagement has become a priority for many firms (Kim, Juin-Sun, & Kim, 2008b). However, despite increasing recognition of the importance of consumer en...
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University of Reading
2017
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| Online Access: | https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.749324 |