Judgementalists, bias situators, sugar-coaters, rationalisers: Understanding millennials’ behaviour in online brand communities

Millennial customers in online brand communities (OBCs) can be divided into four groups, according to a qualitative study in the UK.

Millennials who take part in online brand communities (OBCs) – that is, virtual forums that allow for conversations about a given brand, such as on social media platforms – can be divided into judgementalists, bias situators, sugar-coaters and ration

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