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Keywords: 消费者参与
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–20.
Published: 25 December 2025
... Comercio electrónico en directo Teoría SOR 互动性 共体验 消费者参与 直播电商 sor理论 Live streaming is increasingly becoming a popular digital platform strategy that combines sight, sound and motion to convey product information (Yen, 2018). This user-friendly approach improves consumer knowledge about...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC 1–22.
Published: 17 December 2025
... customer engagement. 创新 技术 个性化 定制化 时尚 纺织 服装生命周期 TCCM 系统文献综述 消费者参与 With changing times, customers of the “new economy” have begun to place significant social emphasis on being fashionable (Oran, 2019). 2020 marked the emergence of Generation MZ, comprising Millennials...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (2): 138–157.
Published: 24 November 2022
... positiva. Todos estos resultados son cruciales para ofrecer ventajas competitivas a las empresas. El estudio valida la relevancia de la interacción con los consumidores en las estrategias de marketing relacional de las empresas contemporáneas. 目的 本研究调查了品牌关系质量和消费者社区认同对消费者参与的影响。本研究还研究了消费者参与在品牌关系质量和消...
