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The influence of customer interaction in virtual brand community on brand loyalty

Purpose - The main purpose of this study is to determine the relationship among the customer interaction and brand loyalty of virtual brand communities through the uses and gratification theory (UGT), this research mainly answer some research questions, a) the level of customer interaction in virtua...

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Bibliographic Details
Main Authors:	Adzharuddin, Nor Azura, Xiaomeng, Li
Format:	Article
Published:	Human Resource Management Academic Research Society 2023
Online Access:	http://psasir.upm.edu.my/id/eprint/108765/

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