Building community trust with the brand's network is ever important. Prof Abhishek Mishra from IIM Indore co-investigated the workings of high-quality customer-to-customer (C2C) interactions in business-to-business online brand communities (B2B-OBC). This study aimed at examining the results of such interactions in B2B-OBCs on the brand.
It is important to understand B2B interactions and B2B-OBCs to gauge the importance of the study. Business-to-business (B2B) interactions involve interactions between one business and another. Such B2B interactions also use online customer forums to encourage customer cooperation on their goods and services. Why is this important? This is important because community trust is good for the brand's business. Now, in the digital age, B2B interactions occur in what are called B2B online brand communities or B2B-OBCs, Mishra said.
This story is from the November 25, 2024 edition of The Free Press Journal.
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This story is from the November 25, 2024 edition of The Free Press Journal.
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