Dynamics of social media involvement in building customer engagement and co-creation behavior : the moderating role of brand interactivity

Mir Shahid Satar, Raouf Ahmad Rather, Shadma Shahid, Jamid Ul Islam, Shakir Hussain Parrey, and Imran Khan

Year of publication:	2024
Authors:	Satar, Mir Shahid ; Rather, Raouf Ahmad ; Shahid, Shadma ; Ul Islam, Jamid ; Parrey, Shakir Hussain ; Khan, Imran
Subject:	Behavioral intentions \| Brand interactivity \| Co-creation behavior \| Customer-brand engagement \| Self-brand congruence \| Social media involvement \| Social Web \| Social web \| Kundenintegration \| Customer integration \| Beziehungsmarketing \| Relationship marketing \| Konsumentenverhalten \| Consumer behaviour \| Markenführung \| Brand management \| Online-Marketing \| Internet marketing \| Markenartikel \| Brand