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Exploring The Social Marketing Impacts of Virtual Brand Community Engagement
2018
Contemporary Management Research
The number of people using online communities is rising. The study found that more consumers find and evaluate goods through social media networks. At the same time, marketers continue to promote brand recognition, but more importantly, to increase user engagement. However, the link between the brand community and social media has become the focus of the marketing staff and the public. But the academic research of the brand community and the social media in the past focused on brand loyalty.
doi:10.7903/cmr.18086
fatcat:47emqtij3bgvdbfzln4nsk5vuq