Consumer value creation through WhatsApp use: A qualitative multimethod approach in a Latin American scenario
The purpose of this paper is to understand in-depth how consumers create value in their lives using WhatsApp, the leading mobile instant messaging (MIM) application. Design/methodology/approach: The study adopts the perspective of customer-dominant logic (CDL) and uses a qualitative multimethod desi...
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| Format: | article |
| Sprache: | eng |
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2019
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| Online Zugang: | https://www.emerald.com/insight/content/doi/10.1108/ARLA-02-2019-0044/full/html https://hdl.handle.net/20.500.14809/3060 |
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