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Export Reference (APA) 
Bilro, R.G., Dos Santos, J. F. & Loureiro, S. M. C. (2019). The impact of Massclusivity campaigns on perceptions and brand love of Gucci online brand communities’ members. In Proceedings of the 48th EMAC Conference. Hamburg: EMAC.
Export Reference (IEEE) 
R. J. Bilro et al.,  "The impact of Massclusivity campaigns on perceptions and brand love of Gucci online brand communities’ members", in Proc. of the 48th EMAC Conf., Hamburg, EMAC, 2019
Export BibTeX 
@inproceedings{bilro2019_1716174778065,
	author = "Bilro, R.G. and Dos Santos, J. F. and Loureiro, S. M. C.",
	title = "The impact of Massclusivity campaigns on perceptions and brand love of Gucci online brand communities’ members",
	booktitle = "Proceedings of the 48th EMAC Conference",
	year = "2019",
	editor = "",
	volume = "",
	number = "",
	series = "",
	publisher = "EMAC",
	address = "Hamburg",
	organization = "University of Hamburg Marketing GmbH",
	url = "https://proceedings.emac-online.org/index.cfm?eventid=1&EMAC%202019%20Annual%20Con "
}
Export RIS 
TY  - CPAPER
TI  - The impact of Massclusivity campaigns on perceptions and brand love of Gucci online brand communities’ members
T2  - Proceedings of the 48th EMAC Conference
AU  - Bilro, R.G.
AU  - Dos Santos, J. F.
AU  - Loureiro, S. M. C.
PY  - 2019
CY  - Hamburg
UR  - https://proceedings.emac-online.org/index.cfm?eventid=1&EMAC%202019%20Annual%20Con 
AB  - The current research aims to understand the impact of Massclusivity (massive and exclusive) campaigns on the brand love through online brand communities (OBC) interactions. Authors designed a netnography research with the purpose of analysing the interactions between a brand - the luxury fashion brand Gucci – and its online brand community on Facebook, during a specific period of time defined according to the launch of a Massclusivity campaigns of this brand. We collect a total of 10,689 interactions from March 2017 to March 2018. Findings highlight that the development of massclusivity campaigns have several impacts, such as generate awareness towards the brand, increases consumers’ engagement on SNP, and promotes communities’ expansion. These are directly connected to the interest that this type of marketing strategies generates towards the brands, which may be considered powerful to luxury brands who intend to diversify their audience and become more competitive.
ER  -