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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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Ahmed Hassan

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Open access Aug 2026

The Impact of Influencer Marketing on Value Co-Creation with Customers: The Mediating Role of Brand Trust—An Analytical Study of Generation Z Online Shoppers in Baghdad

This study aims to explain how influencer marketing contributes to enhancing customer value co-creation by examining the mediating role of brand trust among Generation Z online shoppers in Baghdad, Iraq. The study was motivated by a research gap indicating that most previous studies have focused on the impact of influe...

Ahmed Hassan · 0 citations

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