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Connect, Engage and Co-Create: The Role of Social Interactivity, Support and Identification in Driving Value Co-Creation in Live-Commerce

Year: 2026

Type: article

Source: Review of Marketing Science

DOI: 10.1515/roms-2026-0044

Authors: Muskan Miglani Aggarwal, Nilesh Arora

Institution: Chandigarh University

Language: English

Topic: Service and Product Innovation

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7225773364

FWCI:

Cites: 95

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