Consumer engagement in a virtual brand community: an exploratory analysis

Brodie, R.Ilic, A.Juric, B.Hollebeek, L.2014-09-092014-09-092013Journal of Business Research, 2013; 66(1):105-1140148-2963http://hdl.handle.net/2440/85171en© 2011 Elsevier Inc. All rights reserved.Consumer engagement; brand; online community; co-created value; interactivity; netnographyConsumer engagement in a virtual brand community: an exploratory analysisJournal article002013843710.1016/j.jbusres.2011.07.02914372