How to Manage the Virtual Brand Community to Improve Brand Preference: Views from the Perceived Interactivity - researchr publication

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Junxuan Zhu, Ying Zhu, Ying Hua. How to Manage the Virtual Brand Community to Improve Brand Preference: Views from the Perceived Interactivity. In Tung Bui, editor, 52nd Hawaii International Conference on System Sciences, HICSS 2019, Grand Wailea, Maui, Hawaii, USA, January 8-11, 2019. pages 1-10, ScholarSpace / AIS Electronic Library (AISeL), 2019. [doi]

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