Enhancing customer value co-creation and stickiness in social commerce: Integrating PLS-SEM and NCA for deeper insights into customer-to-customer dynamics
Social commerce(s-commerce), which emphasizes the predominance of customers, has become an important tool of company social marketing and provides new challenges to businesses in attracting customers. Based on customer-dominant logic theory, this study presents a model of the impact of electronic cu...
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Main Authors: | , , |
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Format: | Article |
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SPRINGERNATURE
2024
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Subjects: | |
Online Access: | http://eprints.um.edu.my/44178/ https://doi.org/10.1057/s41599-023-02586-x |
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Institution: | Universiti Malaya |