The influence of brand cultural marketing on consumers' willingness to participate in value co-creation.
Guihang GuoYing LiChuqiao ZhongPublished in: ICEME (2022)
Keyphrases
- consumer behavior
- purchase intention
- online shopping
- decision making
- marketing strategies
- purchasing behavior
- viral marketing
- data mining
- marketing campaigns
- international business
- website
- cross cultural
- customer relationship management
- factors influencing
- social media
- organizational culture
- social networks
- customer behavior
- prior studies
- long term
- information systems