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The Role of Online Social Interaction in the Recommendation of a Brand Community
Abstract
This chapter focuses on the growing role of consumer-brand communities in the online context and in particular brand communities in online strategy games. It explores the loyalty of community members toward the other members, as expressed by their willingness to recommend the online community externally. Using data collected from 384 gamers, this chapter suggests that the strength of the relationship with the game brand and the need to socialise are good predictors of brand community participation, as expressed by the brand community engagement and the brand community identification. Brand community participation ultimately leads to the brand community recommendation intention.
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