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Enhancing brand relationship performance through customer participation and value creation in social media brand communities

Customer SatisfactionBrand Relationship PerformanceDigital MarketingBrand StrategyCustomer CommunitySocial MediaManagementSocial Medium MarketingValue CreationBrand ManagementMedia MarketingBrand DevelopmentCustomer ParticipationValue Co-creationBrand AwarenessMarketingInteractive MarketingBusinessBrand Equity