Ozuem, Wilson; Willis, Michelle; Howell, Kerry E.; Helal, Guida; Ranfagni, Silvia; Lancaster, Geoff A.
(John Wiley and Sons Inc, 2021)
Online brand communities are gaining traction in the development of marketing strategy, but it is unclear how the dominant group of users, the millennials, is being targeted with the prevailing and varying customer loyalty ...