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Riccardo Rialti,Lamberto Zollo,Alessandro Caliandro,Cristiano Ciappei 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07
Recently, marketing researchers have started to explore the impact of Social Media Brand Communities in digital marketing strategies. However, in spite of this interest, scant attention has been paid to the micro-mechanisms stimulating electronic word of mouth (E-WOM) within social media brand community. In this sense, this exploratory research aims to explore how consumers‟ engagement is related with positive E-WOM.