The influence of customer interaction in virtual brand community on brand loyalty
Purpose - The main purpose of this study is to determine the relationship among the customer interaction and brand loyalty of virtual brand communities through the uses and gratification theory (UGT), this research mainly answer some research questions, a) the level of customer interaction in virtua...
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| Main Authors: | , |
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| Format: | Article |
| Published: |
Human Resource Management Academic Research Society
2023
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| Online Access: | http://psasir.upm.edu.my/id/eprint/108765/ https://hrmars.com/index.php/IJARBSS/article/view/19072/The-Influence-of-Customer-Interaction-in-Virtual-Brand-Community-on-Brand-Loyalty |
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| Institution: | Universiti Putra Malaysia |