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.
Consumers’ loyalty to a brand has become a big challenge for organizations worldwide. The challenge lies in understanding how consumers form self-connection with brands. Brand association of…
Purpose – So far, whether customers’ involvement strengthens or weakens the process of service recovery has remained unclear. Filling this gap, this study aims to investigate the effect of…
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…