Online Brand Communities and Loyalty Intentions

Wilson Ozuem () and Michelle Willis ()
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Wilson Ozuem: University for the Creative Arts
Michelle Willis: London Metropolitan University

Chapter 4 in Digital Marketing Strategies for Value Co-Creation 2e, 2025, pp 67-88 from Springer

Abstract: Abstract The previous chapter discussed customer participation and involvement in online brand communities (OBCs). In this chapter, we continue to explore contemporary viewpoints on OBCs and how customers’ participation and their level of involvement lead to different types of loyalty. The chapter offers a conceptual schema based on the work of Ozuem et al. (2021), which will enable us to discuss how different layers of customer participation will lead to different types of loyalty intentions.

Date: 2025
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DOI: 10.1007/978-3-031-84613-7_4

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