JOURNAL OF PRODUCT AND BRAND MANAGEMENT, vol.26, no.4, pp.375-385, 2017 (SSCI)
Article / Article
JOURNAL OF PRODUCT AND BRAND MANAGEMENT
Social Sciences Citation Index (SSCI), Scopus
Web 2.0, Netnography, Online brand communities, Sub-tribes, Tribes, VIRTUAL COMMUNITIES, CO-CREATION, PERSPECTIVE, CONSUMPTION, COMMITMENT, CONSUMERS, INTERNET, CULTURE
Yozgat Bozok University Affiliated:
Purpose - This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple.