...Moreno Frau; Francesca Cabiddu; Luca Frigau; Przemysław Tomczyk; Francesco Mola Purpose Previous research has studied interactive value formation (IVF) using resource- or practice-based approaches but has neglected the role of emotions. This article aims to show how emotions are correlated...

... content is positively related to emotional content and the personal connection an individual feels toward a firm’s products. Furthermore, user-generated content moderates the relationship between story content creation and personal connections. Findings also demonstrate that personal connection...