Winning engaged consumers: The rules of brand engagement and intention of co-creation in social commerce

• Main Authors: Bazi, S., Hajli, A., Hajli, N., Shanmugam, M., Lin, X.
• Format: Article
• Language: English
• Published: 2020

Purpose: Under the sunlight of social commerce, few concepts have blossomed like value co-creation. But when blurred strategies are implemented, the opportunity to wilt a brand is high. To avoid the miscues and the controversies, an ascendant step is to engage consumers with social commerce sites. T...