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.
• Other Authors: 57210336175
• Format: Article
• Published: Emerald Group Holdings Ltd. 2023

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...