I am feeling so good! : motivations for interacting in online brand communities

Ricardo Godinho Bilro and Sandra Maria Correia Loureiro

Year of publication:	2023
Authors:	Bilro, Ricardo Godinho ; Loureiro, Sandra Maria Correia
Published in:	Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 17.2023, 1, p. 61-77
Subject:	Brand advocacy \| Customer engagement \| Intrinsic and extrinsic motivations \| Online brand communities \| Self-determination theory \| Utilitarian and hedonic rewards \| Motivation \| Social Web \| Social web \| Konsumentenverhalten \| Consumer behaviour \| Markenführung \| Brand management \| Markenartikel \| Brand \| Online-Marketing \| Internet marketing \| Leistungsmotivation \| Work motivation \| Online-Handel \| Online retailing \| Beziehungsmarketing \| Relationship marketing \| Virales Marketing \| Viral marketing

Type of publication:	Article
Type of publication (narrower categories):	Aufsatz in Zeitschrift ; Article in journal
Language:	English
Other identifiers:	10.1108/JRIM-07-2021-0182 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

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