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Why do users bond with online services? : a literature review on the conceptualization of online user bonding in the context of online services

Claase, Marcella (2014) Why do users bond with online services? : a literature review on the conceptualization of online user bonding in the context of online services.

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Abstract:This Master Thesis provides a conceptualization of Online User Bonding in the context of online services. It integrates a number of well-known user-to-organization relationship theories and provides 17 different explanations (mechanisms) as to why users bond with online services. This Master Thesis applies the Grounded Theory Literature Review Method (Wolfswinkel et al, 2013) as a methodology for the literature review.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 54 computer science, 70 social sciences in general, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/65432
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