Based on this, this study explores the impact mechanism of integrated marketing communication on customer value co-creation behavior. Specifically, from the customer's perspective, using "SOR" theory and social exchange theory as the theoretical basis, and taking domestic beauty brands as the research object, we construct a model in which integrated marketing communication positively affects customer value co-creation through the quality of the relationship between customers and brands. Behavioral research models, propose reasonable research hypotheses, and conduct empirical research to test the hypotheses.
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