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

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...

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Bibliographic Details
Main Author: Abdelaziz, Kesmat Mohamed Elsayed
Format: Thesis
Published: 2022
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