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Social loafing in online brand communities: the roles of personality and dehumanization

Hou, RJ; Han, SH; Zhang, YD; Zhang, CB; Wang, K

Zhang, CB (corresponding author), Tianjin Univ Finance & Econ, Mkt, Tianjin, Peoples R China.

ONLINE INFORMATION REVIEW, ; ():

Abstract

Purpose The biggest obstacle to the sustainable development of online brand communities is social loafing. Based on 3M Hierarchical Model of Personali......

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