Customers Co-Creation Intention: The Mediating Role Of Customer Brand Engagement On Social Media In Fashion Retail

• المؤلف الرئيسي: Abdelaziz, Kesmat Mohamed Elsayed
• التنسيق: أطروحة
• اللغة: English
• منشور في: 2022
• الموضوعات: HD28-70 Management. Industrial Management
• الوصول للمادة أونلاين: http://eprints.usm.my/59546/1/24%20Pages%20from%20KESMAT%20MOHAMED%20EL%20SAYED%20ABDELAZIZ.pdf; http://eprints.usm.my/59546/

Social media has become an important channel for marketing activities shaping customer brand engagement (CBE) and interactions. Empowered by the rise of social media, customers are no longer a ‘passive audience’ but ‘active co-producers’ who engage in behaviours that strengthen their relationship...