Therefore, creating a supportive environment for useful online consumer interactions is an important necessity for businesses operating on social networks. The findings of this research stress the importance of strategic factors that must be considered by the owners, managers and marketers of retailing social network platforms to engage the customers and lead them to online purchase behaviour. user engagement is the keyword in the success of social networks and media brands (Khajeheian & Ebrahimi, Citation2021; Crespo et al., Citation2020) and results in co-creation activities that benefit the platform and various stakeholders including other users and customers.
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