Work

Engaging the Margins: A Mixed‐Methods Study of Consumer Co‐Creation Activities in Ethnic Minority Live‐Streaming Commerce

Year: 2026

Type: article

Study design: Observational Study

Source: Journal of Consumer Behaviour

DOI: 10.1002/cb.70111

Authors: Xiaohui Bai, Eugene Cheng‐Xi Aw, Garry Wei‐Han Tan, Keng‐Boon Ooi, Ian Phau

Institutions: Baotou Light Industry Vocational Technical College, UCSI University, City University of Macau, University of Jordan, Jaipuria Institute of Management, Swinburne University of Technology Sarawak Campus, Korea University, Fore School of Management, Curtin University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

SDG: Reduced inequalities

Open Access status: closed

OpenAlex ID: W7127161392

FWCI: 12.4

Cites: 81

Cited by: 1

Related to: