...Tingting Zhang; Can Lu; Edwin Torres; Po-Ju Chen Purpose This paper aims to develop a theoretical model to understand co-creation/co-destruction of value through customer engagement in online channels. It also investigates the contributing factors. Design/methodology/approach The qualitative...

...’ resources but also either misintegrate or not integrate them. Non-integration and misintegration may be intentional or accidental. Accordingly, value co-creation or co-destruction may result from interactions. This conceptual and exploratory text requires complementary theoretical and empirical...