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Direct linkMostafa, Rania B. – Journal of Marketing Education, 2015
This article explores for the first time the moderating effect of students' readiness for cocreation on the student social media engagement and perceived value relationship. Ping's and Cadogan et al.'s procedures for assessing the structural model with interaction terms were followed. Results based on a sample of 353 university students…
Descriptors: Social Media, Teaching Methods, Educational Technology, College Students
