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Open access Sep 2026

The Past and Future of Online Communities: The Evolution of Competition from Scale and Attention to Trust

When anyone can produce content and generative AI floods online communities with more than audiences can absorb, being seen is no longer enough to keep an audience; the real question for brand practitioners is how attention can be turned into brand equity that keeps accumulating. This paper first traces the development...

I-Jui Lee · 0 citations

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