The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm
The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm
J. Islam,Z. Rahman
2017 · DOI: 10.1016/j.tele.2017.01.004
Telematics and informatics · 446 Citations
TLDR
Results reveal that gender gap in the online environment is declining as the impact of all the four characteristics of online brand communities on customer engagement was invariable across male and female members.