Why do consumers engage in a social media brand community : investigating the effect of psychological empowerment on commitment and loyalty
Mahima Shukla, Richa Misra and Rahul Gupta
| Year of publication: |
2023
|
|---|---|
| Authors: | Shukla, Mahima ; Misra, Richa ; Gupta, Rahul |
| Subject: | Community commitment | Customer engagement | India | Loyalty | Psychological empowerment | Social media online brand communities | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Indien | Markenführung | Brand management | Kundenintegration | Customer integration | Online-Marketing | Internet marketing | Kundenbindung | Customer retention | Mitarbeiterbindung | Employee retention | Markentreue | Brand loyalty | Virales Marketing | Viral marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JCM-05-2022-5370 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014332332