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Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity

Social MediaEngineeringSocial BehaviorSocial ComputingInteractive MarketingUser-generated ContentConsumer ResearchManagementOnline CommunitySocial InfluenceHuman-computer InteractionConsumer BehaviorVirtual CommunitiesCustomer CommunityCommunicationVirtual CommunityMarketingConsumer Engagement