How advocacy and interactivity facilitate customer value co-creation behaviour in Instagram: a micro-perspective of unplanned and voluntary usage of hedonic social networking sites 

Gutiérrez Sánchez, Ramón (Date of defense: 2022-05-18)

Our study offers a new conceptual model of value co-creation in hedonic social network sites, and it validates an adaptation of the Coleman bathtub to social interaction in Instagram. Few papers have studied empirically ...