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Keywords: Cocreation
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (5): 599–613.
Published: 12 May 2025
... for each content appeal. Emotional bonds with followers lead to ongoing cocreation behavior over time. More insightful relationship: greater SNS exposure increases the effect of cocreation on the intention to follow shopping advice, demonstrating the importance of connecting time to business goals...
