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Ahmed Taher and Heba El Shahed

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Ahmed Taher, PhD is Assistant Professor in the Journalism and Mass Communication Department at the American University in Cairo

Heba Elshahed, PhD is Adjunct Faculty in the Journalism and Mass Communication Department at the American University in Cairo

Virtual Brand Communities: Engagement Profiles and Typology

Abstract Within the prevalent digital communication era, users have utilized digital connectivity to form social aggregations and virtual communities (VC) with unique features.  Recently, millions of internet users have joined one or more brand virtual communities to serve their communication, knowledge-seeking, entertainment, and self-fulfillment needs. Virtual communities represent different contexts, …

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