Titlebook: Digital Marketing Strategies for Value Co-creation; Models and Approache Wilson Ozuem,Michelle Willis Book 2022 The Editor(s) (if applicabl

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K. R. Bachmann,N. Brügmann,S. Simon21; Campbell & Farrell, 2020; De Veirman et al., 2017; Farivar et al., 2021). Thus, influencer marketing has become an essential part of digital marketing strategy for marketing purposes and profit generation. Industry reports have indicated an increase in the use of influencer agencies. The influen

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K. R. Bachmann,N. Brügmann,S. Simon giving rise to information consumption, knowledge sharing and interactive engagement in addition to traditional marketplace consumption. OBCs are increasingly becoming strategic weapons enabling brands to directly engage with consumers, and consumers to respond to brands and other OBC users. The ex

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K. R. Bachmann,N. Brügmann,S. Simonemporary viewpoints on OBCs and how customers’ participation and their level of involvement lead to different types of loyalty. The chapter offers a conceptual schema based on the work of Ozuem, Willis, Howell, Helal, et al. (2021a), which will enable us to discuss how different layers of customer p

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https://doi.org/10.1007/978-3-476-00211-2 and information, or were unaccustomed to looking beyond their physical reach, have learned to access products, services and brands both locally and globally given the borderless nature of digital environments (Hajro et al., 2021). These advances, though beneficial for consumers, make it more crucia