A Study on the Impact of Virtual Community Characteristic on the Willingness of Chinese Gamers to Participate in Value Co-Creation

Value co-creation is a popular marketing research topic in recent years, and there were already some studies regarding raising consumers’ involvement in co-creation. However, virtual communities such as online games have seldom been addressed in this topic. This thesis aimed to shed light on mobile...

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Bibliographic Details
Main Author: Zhang, Yanzhi
Format: Others
Language:English
Published: Uppsala universitet, Företagsekonomiska institutionen 2018
Subjects:
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-354797