Enhancing relationships through online brand communities: comparing posters and lurkers

This study establishes the importance of considering both posters (interactive members) and lurkers (non-interactive members) for a clearer understanding of online brand communities. Based on organizational support theory and social identity theory, this study proposes a model that illustrates the i...

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Bibliographic Details
Main Authors: Sahar Mousavi, Stuart Roper
Format: Default Article
Published: 2023
Subjects:
Commerce, management, tourism and services
Marketing
Information systems
online lurkers
online posters
online brand communities
organizational support theory
community identity
online trust
brand management
Online Access:https://hdl.handle.net/2134/21707276.v1
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