An In-Depth Study of the Participant Involvement Journey in Online Brand Communities

Abstract

There has been increased research attention dedicated to understanding online brand communities (OBCs) over the last few years possibly due to the exponential growth rate of such entities. This paper is an in-depth study of... [ view full abstract ]

Authors

  1. Mary Loonam (University of Birmingham, UK)
  2. Isabelle Szmigin (University of Birmingham, UK)
  3. Deirdre O'Loughlin (University of Limerick)

Topic Area

Consumer Behaviour Track: Click here for the Consumer Behaviour track

Session

PT2-CB2 » Consumer Behaviour (10:00 - Tuesday, 7th July)

Paper

AOM_Revised_Paper_Final.pdf

Presentation Files

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