MITU, Bianca; VEGA, Diego Oswaldo Camacho - In: Management Dynamics in the Knowledge Economy Journal 2 (2014) 4, pp. 87-106
The focus of this study is to analyze consumer's participation and communication in the online brand communities on Facebook. This type of brand community represents a subgroup of virtual communities, which is known as communities of consumption or fan clubs (Kozinets, 1999; Szmigin et al., 2005)....