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Keywords: Participation behavior
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Journal Articles

Predicting value cocreation behavior in social media via integrating uses and gratifications paradigm and theory of planned behavior

Arash H. Zadeh, Maryam Farhang, Mohammadali Zolfagharian, Charles F. Hofacker
Journal: Journal of Research in Interactive Marketing
Journal of Research in Interactive Marketing (2023) 17 (2): 195–214.
https://doi.org/10.1108/JRIM-10-2020-0209
Published: 10 March 2022
... cocreation intention compared to other platforms and encourage further explanations (Pelletier et al., 2020). Value cocreation Motivational value Participation behavior Citizenship behavior Social media [1] is integrated with customers' lives, and thus, firms have considerably...
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