No abstract

No abstract

This research aimed to identify the relationship between two online deviant marketing behaviors and customer well-being via value codestruction. Online survey was designed to collect data from 417 hotel's customers in Egypt. Path analysis was employed to test the research hypotheses using WarpPLS5.The findings concluded that there was a significant impact of two online marketing deviant behaviors forms named internet fraud and fake online reviews on value co-destruction dimensions called procedures، lack of understanding and engagement. Moreover، the findings reported a negative impact of two online marketing deviant behaviors forms on customer well-being، also there was a negative relationship between value co-destruction dimensions and customer well-being. Finally، the findings indicated that value co-destruction mediated the relationship between the online marketing deviant behaviors forms and customer well-being.

No abstract

No abstract