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Virtual co-creative community: exploring individual value creation
Internet, web 2.0 and virtual communities have made virtual co-creation a suitable means to create joint value with consumers. Value co-creation with virtual communities is becoming an important trend in the market. However, ...
Social media lovers in Colombia: the role of online brand communities in developing brand love
Considering the increasing popularity of Social Media Marketing, strategists have begun to explore the ability of Brand Communities to enhance consumers’ emotional bonds and develop, in turn, higher levels of brand loyalty, ...