Analysing the factors influencing customer engagement and value co-creation during COVID-19 pandemic: the case of online modest fashion SMEs in Egypt

• Published in: Journal of Islamic marketing Vol. 14; no. 1; pp. 146 - 173
• Main Authors: AbdelAziz, Kesmat, Md Saad, Nor Hasliza, Thurasamy, Ramayah
• Format: Journal Article
• Language: English
• Published: Bingley Emerald Publishing Limited 02.01.2023; Emerald Group Publishing Limited
• Subjects: Coronaviruses; COVID-19; Customer services; Designers; Innovations; Literature reviews; Muslims; Pandemics; Social networks; Egypt; COVID-19; Value co-creation; Social cognitive theory; Customer engagement; Online modest fashion

Purpose The purpose of this paper is to analyse the factors which influence value co-creation intention through customer engagement during the COVID-19 pandemic. This paper studies the online modest fashion small- and medium-sized enterprises (SMEs) in Egypt as a Muslim country. Design/methodology/a...