| Autor: |
Ozuem, Wilson, Willis, Michelle, Ng, Raye |
| Jazyk: |
angličtina |
| Předmět: |
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| Zdroj: |
American Marketing Association (AMA) Summer Conference (2020) |
| Popis: |
Key words: online brand community, millennials, qualitative research, social influence theory, fashion industry\ud Description: This paper provides a conceptual framework that links a holistic set of online brand characteristics to millennial consumers’ perceptions in the fashion sector and how millennial consumers involvement and participation in online brand communities impacts the development of customer engagement strategies in the fashion industry. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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