Purpose User value co-creation behaviors are crucial for the sustainable development of Virtual Brand Communities. This research, grounded in social exchange theory, investigates the impact of community satisfaction and identification on customer value co-creation behaviors and further explores...

Purpose In a dynamic, continuously evolving sports landscape, social media have become an indispensable tool for sports organizations to cultivate meaningful connections with fans. The rapid pace of technological advancements has elevated these digital platforms from a supplementary role to a...

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places...

It considered the composition of scientific theories of territorial marketing, which includes situational and strategic vision. It proposed definition of the partnership territorial marketing concept and described approaches to understanding the structure of the marketing-mix. It argued that...

The purpose of this study is to analyze two estimation models related to relationship marketing in business-to-business interactions in the context of emerging economies. We compare two estimation models - one based on a dyadic approach and another based on a non-dyadic approach. We estimate...