How Do We Engage Customers in Official Activity in the Virtual Brand Community? The Effects of Enterprise-Generated Contents on Customer Engagement Behaviors

The rapid development of information and communication technologies has positioned virtual brand communities as key platforms for facilitating direct interactions between companies and customers. As part of this trend, enterprises are increasingly utilizing enterprise-generated content (EGC) to driv...

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Autors principals:	Xiaoxi Yang, Xinyi Su, Jing Lin, Jiaqi Liu, Miao Miao, Yushi Jiang
Format:	Artigo
Idioma:	Inglês
Publicat:	MDPI AG 2024-12-01
Col·lecció:	Journal of Theoretical and Applied Electronic Commerce Research
Matèries:	virtual brand community enterprise-generated content consumer engagement behavior content characteristics
Accés en línia:	https://www.mdpi.com/0718-1876/19/4/171
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