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How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection

Waqar Nadeem, Teck Ming Tan, Mina Tajvidi, Nick Hajli Orcid Logo

Technological Forecasting and Social Change, Volume: 171, Start page: 120952

Swansea University Author: Nick Hajli Orcid Logo

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Published in: Technological Forecasting and Social Change
ISSN: 0040-1625
Published: Elsevier BV 2021
Online Access: Check full text

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Keywords: Social commerce; Consumer engagement; Experiential value; Value co-creation; Self-brand connection; Brand relationship performance
College: Faculty of Humanities and Social Sciences
Start Page: 120952