En los últimos años, el auge de las TIC ha desembocado en la dimensión que en la
actualidad tiene el marketing digital, entendido como la utilización de recursos tecnológicos …

Aún no es claro el impacto del uso de las redes sociales digitales como herramienta de
marketing en el desempeño de las empresas. Este trabajo examina dicho impacto con …

This study proposes to illustrate the relationships between perceived benefits in using online
brand communities, attitudes, revisit intention, and brand trust, and it also assesses the …

An extensive body of literature indicates the growing influence of virtual communities not
only on social interaction, spending free time and working, but also on the interaction of …

The importance of virtual brand communities in social network sites has received increasing
attention from both academia and industry. In surveying a sample of 333 virtual brand …

Exploring virtual worlds: success factors in virtual world marketing | Emerald Insight Books and
journals Case studies Expert Briefings Open Access Publish with us Advanced search …

Purpose This paper focuses on customer engagement in online brand communities (OBCs).
Drawing upon self-determination theory (SDT), the research proposes a conceptual model …

IT artifacts often take the role of a trustee in a trust relationship between users and IT
artifacts. The goal of this paper is to increase the understanding of the formation of trust in …

With over 400 million active users Facebook is undeniably a large social phenomenon and
one of the largest social networks on the Internet. Together with Facebook a variety of novel …

In an online community, users can interact with fellow community members by voluntarily
contributing to existing discussion threads or by starting new threads. In practice, however …