Is It Consumers Or Brands? An Investigation of Who Is Ultimately Influencing Sales in Online Brand Communities
Today, there is a constant exchange of knowledge and experiences between consumers and brands taking place in Social Media and Online Brand Communities. Although both people and brands are enjoying the spotlight, there is little knowledge regarding who is really leading the show when it comes to influencing purchases.
Isabel Galvis and Julia Tyrell (2017) ,"Is It Consumers Or Brands? An Investigation of Who Is Ultimately Influencing Sales in Online Brand Communities", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 74-75.
Isabel Galvis, Coventry University, UK
Julia Tyrell, Coventry University, UK
LA - Latin American Advances in Consumer Research Volume 4 | 2017
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