... with a strategy to increase perceived accommodativeness in complaint management on social media and reduce the social risk associated with online consumer complaint behaviour using a social exchange theory perspective. Design/methodology/approach Six online experiments with 1,350 US Facebook users were...

... you Domino’s, excellent idea! You will be rewarded.” Relationship marketing Social exchange theory Reciprocity Community engagement Retail strategy Retailing Reciprocity theory We present the conceptual framework for the study in Figure 2 . Consistent with SET (Blau, 1964...

.... Innovation Value co-creation Social exchange theory Consumers Motivation theory The emergence of the service-dominant logic debate in marketing (Vargo and Lusch, 2004) has led to a burst of scholarly interest in consumer value co-creation. Studies have investigated its benefits for firms...