Year 2019

• Online brand communities’ contribution to digital business models

  Publication

  • W. Kucharska

  - Journal of Research in Interactive Marketing - Year 2019

  Abstract Purpose – There is limited research examining social drivers and mediators of online brand community identification in the context of business models development. This study aims to identify them behind the social mechanisms and present essential factors which should be applied in business models to foster value co-creation. Design/methodology/approach – Data were collected from a convenience sample of 712 cases gathered among...

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Year 2015

• The impact of brand communication on brand equity through Facebook

  Publication

  • B. Schivinski
  • D. Dąbrowski

  - Journal of Research in Interactive Marketing - Year 2015

  Purpose The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand...

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