The dark side revealed: insights and implications from online brand communities
A Behl, C Bhutani, NS Jayawardena… - Journal of Product & …, 2024 - emerald.com
Purpose This study aims to present a comprehensive review of the literature on the dark side
of online brand communities, identifying the dominant themes [determinants of the dark side …
of online brand communities, identifying the dominant themes [determinants of the dark side …
Identifying online user discourses triggered by destination stakeholder reactions
B Pikkemaat, C Pachucki, U Scholl-Grissemanne - Tourism Review, 2024 - emerald.com
Purpose Previous research acknowledges the importance of stakeholders for destination
branding. However, there is a lack of studies examining which specific online user …
branding. However, there is a lack of studies examining which specific online user …
Distribution of Brand Community in University: A Systematic Review of Literature on Higher Education Market-Oriented Strategy
Purpose: Brand community in higher education institutions comes up as an important topic
to be discussed because the relationships among consumers can support the institutional …
to be discussed because the relationships among consumers can support the institutional …
[PDF][PDF] Humorous Academic Library Messaging on TikTok Instagram
K Sparks - Marketing libraries journal, 2024 - journal.marketinglibraries.org
This study explores how academic libraries use humor to communicate their value and
services to their university community through social media. This study is a content analysis …
services to their university community through social media. This study is a content analysis …