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The previous chapter sought to examine different layers of loyalty intentions in online brand communities (OBCs). This chapter looks more in depth at what is meant by consumer engagement and how it contributes to a broad range of OBC debates.

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Consumer Engagement

  • 章节

  • 发表日期：

    2025年

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  • Wilson Ozuem,
  • Michelle Willis

摘要

The previous chapter sought to examine different layers of loyalty intentions in online brand communities (OBCs). This chapter looks more in depth at what is meant by consumer engagement and how it contributes to a broad range of OBC debates.