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Journal of Internet Commerce Volume 17, 2018 - Issue 2
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Original Articles

Leveraging Online Communities to Support the Brand and Develop the Community

Brian J. BaldusCollege of Business Administration, California State University, Sacramento, California, USACorrespondence[email protected]
ORCID Iconhttp://orcid.org/0000-0003-0298-5328
ORCID Icon
Pages 115-144 | Published online: 22 Feb 2018

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Faiqa Kiran, Suleman Aziz Lodhi, Rizwan Sabbir & Ahsan Zubair. (2024) Consumers’ Journey toward Brand Loyalty Using Social Media Brand Community Engagement: A Case of Fashion Brands. Journal of Promotion Management 30:1, pages 129-156.
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En-Yi Chou & Cheng-Yu Lin. (2023) Building a social media community around your brand: the moderating role of firm engagement tactics. Journal of Marketing Management 39:7-8, pages 702-734.
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S. R. Nikhashemi, Rowan Kennedy & Felix Mavondo. (2023) Leveraging virtual brand community engagement and consumer brand identification as a bounce-back brand recovery strategy: Role of brand endorsers. Journal of Marketing Communications 0:0, pages 1-41.
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Mohamed Akli Achabou & Isabelle Aimé. (2022) Editorial to the special issue brands in the digital world: challenges and perspectives. Journal of Strategic Marketing 30:4, pages 335-339.
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Jitender Kumar. (2022) Psychological ownership towards online brand communities driving brand engagement: a visitors’ perspective. Journal of Strategic Marketing 30:4, pages 355-388.
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