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

Business

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

Y. Zhou, S. Kumar, et al.

Discover how electronic customer-to-customer interaction (eCCI) plays a crucial role in enhancing customer stickiness in social commerce. This fascinating study by Ying Zhou, Sameer Kumar, and Fumitaka Furuoka reveals the importance of customer value co-creation and self-efficacy in this dynamic. Dive in to learn more about these insightful findings!

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