... how digital and social interactions, alongside multi-experience, drive value creation in these distinct contexts. Design/methodology/approach Using the interaction-experience-outcome value co-creation paradigm, a chain-mediation model was constructed to analyze live-streaming interactions...

... the TAM, flow theory and value co-creation to address this gap. Design/methodology/approach Structural equation modeling was applied to 620 questionnaire responses to analyze user experience at China’s Digital Palace Museum, a benchmark artificial intelligence ( AI )-powered cultural heritage platform...

... to enhance viewer-to-vlogger and viewer-to-viewer parasocial interaction; and to examine how Danmu enables value co-creation and results in favorable attitude toward vlogs and travel intentions. Design/methodology/approach This study incorporates the stimulus–organism–response framework with parasocial...

...Francisco Peco-Torres; Adam Jones; Ana I. Polo-Peña; Dolores M. Frías-Jamilena Purpose The purpose of this study is to analyze how hotels’ customer brand engagement ( CBE ) can be enhanced through tourists’ value co-creation with hotel online media or travel websites, as a means of achieving...

... by stimulating consumer emotional engagement and value co-creation behaviors. Design/methodology/approach A questionnaire survey was conducted with 552 respondents who had viewed tourism live streaming in China. The data were analyzed using structural equation modeling. Findings The results revealed...

... Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Service innovation Customer value Customer experience Customer engagement Value co-creation Technology Critical review In the service context, service innovation is a key source of creating...