... elements with psychological mechanisms to produce outcomes such as brand attachment and value co-creation. Design/methodology/approach The article synthesizes interdisciplinary theories and proposes a model comprising four immersive design elements (spatial immersion, narrative co-creation, sensorial...

...Yu Jia; Shuang Gao; Lihua Gao; Jie Gao; Tao Wang Purpose The motivation of value co-creation among the multi-actor in sharing economy was an important topic in interactive marketing communication research. This study investigated how customer gratitude expression leads to value co-creation of PSPs...

...Inma Rodríguez-Ardura; Antoni Meseguer-Artola; Doaa Herzallah; Qian Fu Purpose There is an ongoing challenge to map the efficacy of e-retailing strategies in building both value co-creation opportunities for online customers and customer value for companies. Based on the service-dominant (S-D...