Co-creation value includes value for firm and value for customer. An empirical study has
been done in online brand communities to test the effect of customer engagement on …

This study aims to investigate the influence of customer interaction on customer participation
in value co-creation. Quantitative approach is employed to gather data via online …

Purpose User value co-creation behaviors are crucial for the sustainable development of
Virtual Brand Communities. This research, grounded in social exchange theory, investigates …

Value co-creation is the key for enterprises to obtain sustainable competitive advantage in
the network environment. Based on value co-creation theory, psychological ownership …

Virtual brand community is a typical platform of value co-creation, and interaction is a
behavior trace of value co-creation. Customer is a kernel body of interaction. Then, in the …

The research objective is to formulate and verify a theoretical model about the influence of
sense of virtual brand community on value co-creation of enterprises with self-efficacy and …

Customer value co-creation nowadays is critical for marketing success. However, many firm-
initiated co-creation activities face difficulties in attracting and activating promising …

This study aims to investigate how social capital can promote customer value co-creation
behavior in Online Brand Communities (OBCs). It further explores the mediating role of …

Due to changes in the global market economy, it becomes essential for companies to
communicate with customers to gain a competitive advantage and improve the quality of …

Purpose Many companies strengthen their interaction with consumers by establishing online
communities and bring convenience to value co-creation with consumers. Some companies …