Demystifying the effects of perceived risk and fear on customer engagement, co-creation and revisit intention during COVID-19: A protection motivation theory approach
Sign Up to like & getrecommendations! Published in 2021 at "Journal of Destination Marketing and Management"
DOI: 10.1016/j.jdmm.2021.100564
Abstract: Abstract Applying protection motivation theory, the purpose of this study is to investigate the effects of social media on customer brand engagement (CBE) and their consequent impact on co-creation and revisit intention in pandemic environment.… read more here.
Keywords: revisit intention; creation revisit; social media;