NSU Research Contributions
Title : Consumer-generated content in virtual communities as a source of innovation for companies.
Authors : Mahmud Hassan, Luis V. Casaló, Rashid Ahmed Chowdhury, Fairuze Chowdhury, & Tilka Farzana
| Journal Article Title: North South Business Review | Volume Number: 13 | Publication Year : 2024 | Issue Number: 2 |
| Index: other (Peer reviewed publication) | Ranking: No Ranking | ISSN (Print): 1991-4938 | Publisher Name: School of Business & Economics of North South University |
| Pages : 99-114 | |||
| ISSN (Online): 1991-4938 | |||
| Funding Source : None |
|
Direct Sustainable Development Goals : SDG9 Industry, Innovation & Infrastructure |
Indirect Sustainable Development Goals : SDG17 Partnership for the Goals |
Sustainable Development Sub Goals : Support domestic technology development & innovation |
| Impact statement: This study finds that Consumers' feedback is equally seen in virtual brand groups of both high- and low- involved brands, as well as in utilitarian and hedonic virtual brand communities; therefore, any brand may benefit from this source of innovation. | Collaboration: Other | Keywords: Researchers from different universities |
