...Samy Belaid; Dorsaf Fehri Belaid; J. Ricky Fergurson; Maria Petrescu; Selima Ben Mrad; Costinel Dobre Purpose The study evaluates the complexities of brand value co-creation among stakeholders within B2B ecosystems. This exploration is critical due to identified gaps in existing literature...

...Christin Seifert; Wi-Suk Kwon Purpose The purpose of this paper is to examine how the sentiment of social networking site (SNS)-based brand-related electronic word-of-mouths (eWOMs) influences consumers’ engagement in brand value co-creation and brand trust change, thereby influencing...