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Schöller, Clarissa and Fröhlich, Romy (2016): Brand communities in social media. Strategic approaches in corporate communication. In: Hutchins, Amber L. and Tindall, Natalie T. J. (eds.) : Public relations and participatory culture: Fandom, social media and community engagement. Routledge New Directions in Public Relations and Communication Research, Vol. 1. New York ; London: Routledge, Taylor & Francis Group. pp. 71-88

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