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2019 | t. 20, z. 6, cz. 2 Zmiany w myśleniu marketingowym | 199--209
Tytuł artykułu

Virtual Brand Community Membership as a Tool of Users' Personal Image Creation

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In the era of Internet's omnipresence, social media are strongly influencing every aspect of life, including consumption. Such portals allow companies to communicate with customers via fan pages where virtual brand communities operate. Online activities are widely used to create brand image, however connection with a certain brand may be also impacting the personal image of the community members. The main aim of this article is the evaluation of virtual brand community membership usage as a tool for personal image creation, e.g. joining the communities as a mean of selfpresentation. In order to meet this objective, the author performed an empirical quantitative research by indirect data collection with the use of survey technique carried out among 650 adult Polish Internet users. (original abstract)
  • Technical University of Lodz
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