The Importance of Social Interactions in Virtual Brand Communities for Retaining Customers and Inducing WOM

Herbert Woratschek, Chris Horbel, Bastian Popp

Research output: Contribution to conference without publisher/journalPaperResearchpeer-review

Original languageEnglish
Publication date2012
Publication statusPublished - 2012
Event41st Annual Conference of the European Marketing Academy - ISCTE Business School, Lisbon, Portugal
Duration: 23. May 201226. May 2012

Conference

Conference41st Annual Conference of the European Marketing Academy
LocationISCTE Business School
Country/TerritoryPortugal
CityLisbon
Period23/05/201226/05/2012

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