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Dark Side of Online Brand Communities: A Scoping Review of the Literature (2022)
Working Paper
Behl, A., & Bhutani, C. Dark Side of Online Brand Communities: A Scoping Review of the Literature

Online brand communities are a double-edged sword; providing marketing managers with numerous opportunities to engage with their customers as well as pose serious threats that arise from online consumer empowerment. However, scholars seem to review o... Read More about Dark Side of Online Brand Communities: A Scoping Review of the Literature.