Customer willingness to participate in value co-creation: The moderating effect of social ties (empirical study of automobile customers in Ghana)
Value co-creation as a social process involves the interactions and dialogues between stakeholders. As such, the social ties that stakeholders develop have the propensity to influence their level of interaction in a co-creation activity. In this study, we examine the effect of social ties on consume...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2019-01-01
|
| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | http://dx.doi.org/10.1080/23311975.2019.1573868 |