The Mediation effect of Value-Co-Creation on Customer Engagement and Positive E-WOM

INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY

View Publication Info
 
 
Field Value
 
Title The Mediation effect of Value-Co-Creation on Customer Engagement and Positive E-WOM
 
Creator Salwa Fouad Taher
Dr. Mahmoud Abdulhamid Saleh
 
Subject and Social Interaction
Participation
Enthusiasm
Positive E-WOM
Value-Co-Creation
Customer Engagement
marketing
 
Description The current study investigates the mediation effect of value-co-creation on customer engagement and positive e-WOM in a competitive Saudi Arabian market. An attempt to illustrate the factors influencing the positive e-WOM as a result of changing customer`s interests and lifestyle. The engagement of consumers in the co-creation of value is powerful in understanding consumer behavior. The paper has made an applied attempt in the Saudi Arabian market to study customer engagement, value co-creation, and positive e-WOM, which adds to the knowledge line in the digital marketing discipline.  
 
Publisher KHALSA PUBLICATIONS
 
Date 2020-10-13
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://rajpub.com/index.php/ijmit/article/view/8888
10.24297/ijmit.v15i.8888
 
Source INTERNATIONAL JOURNAL OF MANAGEMENT & INFORMATION TECHNOLOGY; Vol. 15 (2020); 54-62
2278-5612
 
Language eng
 
Relation http://rajpub.com/index.php/ijmit/article/view/8888/8099
 
Rights Copyright (c) 2020 Salwa Fouad Taher, Dr. Mahmoud Abdulhamid Saleh
https://creativecommons.org/licenses/by/4.0
 

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