The Mediation effect of Value-Co-Creation on Customer Engagement and Positive E-WOM
The current study investigates the mediation effect of value-co-creation on customer engagement and positive e-WOM in a competitive Saudi Arabian market. An attempt to illustrate the factors influencing the positive eWOM as a result of changing customer`s interests and lifestyle. The engagement of consumers in the co-creation of value is powerful in understanding consumer behavior. The paper has made an applied attempt in the Saudi Arabian market to study customer engagement, value co-creation, and positive e-WOM, which adds to the knowledge line in the digital marketing discipline.
Saudi Arabia, social media has become integral to the digital landscape, connecting people, businesses, and communities across borders. Amidst this digital marketing context, an emerging…
This paper aims to: (1) examine the effect of social media advertisements and influencers on
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This research
paper explores the factors influencing consumer attitudes toward adopting e
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