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Effect of Online Brand Community on Customer Behavior Exploration: Reconciling Mixed Findings via Regulatory Focus Theory
2014
International Conference on Information Systems
This study seeks to address the mixed findings of prior studies regarding the effect of online brand community on customer value. Based on the regulatory focus theory, we hypothesize that participation in a brand community tend to increase both visit and purchase frequencies of customers with promotion-focus; on the contrary, the same would typically decrease visit and purchase frequencies of customers with preventionfocus. By analyzing data from an online brand community using a
dblp:conf/icis/WUHZH14
fatcat:g5yjrjf52vhy5lcasswybjxctq