The Role of Social Capital in Shaping Consumer Engagement within Online Brand Communities

Author:

Bowden Jana Lay-Hwa,Conduit Jodie,Hollebeek Linda D.,Luoma-aho Vilma,Solem Birgit Andrine Apenes

Publisher

John Wiley & Sons, Inc.

Reference79 articles.

1. The social influence of brand community: Evidence from European car clubs;Algesheimer;Journal of Marketing,2005

2. Mapping the customer journey: Lessons learned from graph-based online attribution modeling;Anderl;International Journal of Research in Marketing,2016

3. The forms of capital;Bourdieu,1986

4. The process of customer engagement: A conceptual framework;Bowden;Journal of Marketing Theory and Practice,2009

5. Engagement valence duality and spillover effects in online brand communities;Bowden;Journal of Service Theory and Practice,2017

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