An exploration of online brand community (OBC) engagement and customer's intention to purchase
Anurag Tiruwa, Rajan Yadav, P.K. Suri
| Year of publication: |
2016
|
|---|---|
| Authors: | Tiruwa, Anurag ; Yadav, Rajan ; Suri, P. K. |
| Published in: |
Journal of Indian business research. - Bingley : Emerald, ISSN 1755-4195, ZDB-ID 2473958-3. - Vol. 8.2016, 4, p. 295-314
|
| Subject: | Purchase intention | Social networking sites | Customer engagement | Customer attitude | Facebook brand page | Online brand communities | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Online-Marketing | Internet marketing | Markenführung | Brand management | Kundenintegration | Customer integration | Online-Handel | Online retailing | Virales Marketing | Viral marketing | Kundenbindung | Customer retention | Markenimage | Brand image | Markentreue | Brand loyalty |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JIBR-11-2015-0123 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011718997