Determinants of the characteristics of online brand communities and millennials: Towards a re-conceptualisation

Ozuem, Wilson, Willis, Michelle and Ng, Raye (2020) Determinants of the characteristics of online brand communities and millennials: Towards a re-conceptualisation. In: American Marketing Association (AMA) Summer Conference (2020), August 18-21st 2020, Online. (Unpublished)

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Abstract

Key words: online brand community, millennials, qualitative research, social influence theory, fashion industry
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.

Item Type: Conference or Workshop Item (Paper)
Departments: Business
Depositing User: Christian Stretton
Date Deposited: 09 Jun 2020 10:53
Last Modified: 09 Jun 2020 10:59
URI: http://insight.cumbria.ac.uk/id/eprint/5567

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