Enhancing customer value co-creation and stickiness in social commerce: Integrating PLS-SEM and NCA for deeper insights into customer-to-customer dynamics

• Main Authors: Zhou, Ying, Kumar, Sameer, Furuoka, Fumitaka
• Format: Article
• Published: SPRINGERNATURE 2024
• Subjects: Business; Marketing. Distribution of products; Advertising
• Online Access: http://eprints.um.edu.my/44178/; https://doi.org/10.1057/s41599-023-02586-x
• Institution: Universiti Malaya

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...