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Persistent link: https://ebvufind01.dmz1.zbw.eu/10014364469

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Artificial intelligence is the magic wand making customer-centric a reality! : an investigation into the relationship between consumer purchase intention and consumer engagement through affective attachment

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Consumer engagement in live streaming commerce : value co-creation and incentive mechanisms

Zhang, Yanfen; Xu, Qi - In: Journal of retailing and consumer services 81 (2024), pp. 1-14

Interaction is at the core of value co-creation. Consumer engagement in live streaming interactions not only results in obtaining additional product information but also gains interactive value. From the perspective of value co-creation, this paper studies the optimal sales strategy selection...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015117867

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"New and old" : consumer evaluations of co-branding between new brands and Chinese time-honored brands

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Persistent link: https://ebvufind01.dmz1.zbw.eu/10014303117