The Mediation effect of Value-Co-Creation on Customer Engagement and Positive E-WOM

Salwa Fouad Taher; Dr. Mahmoud Abdulhamid Saleh

doi:10.24297/ijmit.v15i.8888

Authors

Salwa Fouad Taher Lecturer and Ph.D. student. Marketing Department, King Saud University, Saudi Arabia
Dr. Mahmoud Abdulhamid Saleh Professor. Marketing Department, King Saud University, Saudi Arabia

DOI:

https://doi.org/10.24297/ijmit.v15i.8888

Keywords:

and Social Interaction, Participation, Enthusiasm, Positive E-WOM, Value-Co-Creation, Customer Engagement

Abstract

The current study investigates the mediation effect of value-co-creation on customer engagement and positive e-WOM in a competitive Saudi Arabian market. An attempt to illustrate the factors influencing the positive e-WOM as a result of changing customer`s interests and lifestyle. The engagement of consumers in the co-creation of value is powerful in understanding consumer behavior. The paper has made an applied attempt in the Saudi Arabian market to study customer engagement, value co-creation, and positive e-WOM, which adds to the knowledge line in the digital marketing discipline.

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