Understanding how customer social capital accumulation in brand communities : a gamification affordance perspective
Mingwei Li, Man Lu, Umair Akram, Shaoen Cheng
| Year of publication: |
2024
|
|---|---|
| Authors: | Li, Mingwei ; Lu, Man ; Akram, Umair ; Cheng, Shaoen |
| Published in: |
Journal of retailing and consumer services. - Amsterdam : Elsevier Science, ISSN 0969-6989, ZDB-ID 2020784-0. - Vol. 78.2024, Art.-No. 103761, p. 1-10
|
| Subject: | Affordance | Brand communities | Citizenship behavior | Gamification affordance | Social capital | Sozialkapital | Markenführung | Brand management | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Soziales Netzwerk | Social network |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2024.103761 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015085055