Gratifications sought versus gratifications achieved in online brand communities: satisfaction and motives of lurkers and posters
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DOI: 10.1057/s41262-021-00262-6
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- Duygu Akdevelioglu & Selcan Kara & Victor Perotti, 2024. "The impact of consumer personality and social network position on brand community engagement," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 235-250, May.
- Liao, Junyun & Pang, Jiecong & Dong, Xuebing, 2023. "More gain, more give? The impact of brand community value on users’ value co-creation," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
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Keywords
Uses and gratifications theory; Lurkers; Posters; Brand communities;All these keywords.
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