Online brand communities: when consumers are negatively engaged
The goal of the current research is to explore the influence of negative engagement on committing participants in hate online brand communities. To reach this aim, three brands are used to assess this phenomenon (Starbucks, Apple, and McDonald’s), and three related hate online brand communities of s...
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| Other Authors: | , |
| Format: | conferenceObject |
| Language: | eng |
| Published: |
2019
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| Subjects: | |
| Online Access: | https://ciencia.iscte-iul.pt/id/ci-pub-53362 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/17004 |