Given the mediating role of value co-creation, this paper tries to demonstrate how social network marketing (SNM) could influence consumer purchase behavior (CPB). The proposed hypotheses are empirically tested in this study using a PLS-SEM and Necessary Condition Analysis (NCA) method...

Nowadays, consumer-to-consumer communication and its impact on purchase decisions have gained substantial consideration owing to digitalization and the emergence of internet-based social media platforms. Social media allows consumers to communicate with thousands of people well beyond their...