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Keywords: Social exchange theory
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2025) 26 (7): 274–297.
Published: 21 November 2025
... interactivity and consumer-to-firm relationships. Drawing from the social exchange theory, this study aims to examine the influence of the Big Five personality traits and social commerce interactivity on co-production and consumer-to-firm relationships. Design/methodology/approach Data from 547...
Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2020) 21 (2): 233–253.
Published: 29 November 2019
... on CBE. Originality/value The study is first of its kind to investigate the role of CBE and involvement among the millennial group. It also contributes to the related theories like service-dominant logic, social exchange theory and consumer culture theory regarding a unique population group, which...
