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How digitalized interactive platforms create new value for customers by integrating B2B and B2C models? : an empirical study in China
He, Jiaxun; Zhang, Shuang - In: Journal of business research : JBR 142 (2022), pp. 694-706
Persistent link: https://www.econbiz.de/10013168453
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Offerings as digitalized interactive platforms : a conceptual framework and implications
Ramaswamy, Venkatram; Ozcan, Kerimcan - In: Journal of marketing 82 (2018) 4, pp. 19-31
Persistent link: https://www.econbiz.de/10011880516
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Customer Engagement with 7P’s of Marketing in Online Platform
Praveen M, Rahul - 2020
Customer engagement is vital in creating great customer experience that builds loyalty and long-term relationships with the firms. This paper provides the integrative framework of customer engagement with the 7P’s of marketing. The present study provides insights on various factors that are...
Persistent link: https://www.econbiz.de/10014101540
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The role of recommender systems in fostering consumers' long-term platform engagement
Maslowska, Ewa; Malthouse, Edward C.; Hollebeek, Linda D. - In: Journal of service management 33 (2022) 4/5, pp. 721-732
Persistent link: https://www.econbiz.de/10013325753
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Effects of relational embeddedness on users' intention to participate in value co-creation of social e-commerce platforms
Xiao, Liang; Wang, Jiawei; Wei, Xinyu - In: Journal of research in interactive marketing : … 18 (2024) 3, pp. 410-429
Persistent link: https://www.econbiz.de/10015062120
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Understanding the impact of online customers' shopping experience on online impulsive buying : a study on two leading e-commerce platforms
Gulfraz, Muhammad Bilal; Sufyan, Muhammad; Mustak, Mekhail - In: Journal of retailing and consumer services 68 (2022), pp. 1-12
Persistent link: https://www.econbiz.de/10013366249
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The use of technology in direct-selling marketing channels : digital avenues for dynamic growth
Harrison, Dana E.; Hair, Joseph F. - In: Journal of marketing channels : ... distribution … 24 (2017) 1/2, pp. 39-50
Persistent link: https://www.econbiz.de/10011749083
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The platformization of brands
Wichmann, Julian R. K.; Wiegand, Nico; Reinartz, Werner J. - In: Journal of marketing 86 (2022) 1, pp. 109-131
Persistent link: https://www.econbiz.de/10012794732
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Emotional mechanics of gamification and value co-creation : the digital platform Nike+ as a B2B2C ecosystem
García-Magro, Cristina; Martín Peña, María Luz; … - In: The journal of business & industrial marketing 38 (2023) 2, pp. 414-428
Persistent link: https://www.econbiz.de/10013539282
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How to capture the B2B platform opportunity
Riemensperger, Frank; Falk, Svenja - In: Electronic markets : EM ; the international journal of … 30 (2020) 1, pp. 61-63
Persistent link: https://www.econbiz.de/10012419457