British Academy of Management

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From Transaction to Co-Creation: Creating Inclusive Consumer Value and Social Impact in Charity-Integrated Social Commerce Live Streaming

Sudhir Pandey Amrut Mody School of Management , Ahmedabad University

Viral Bhatt United World Institute of Management, Karnavati University, Ahmedabad, India

Sujo Thomas Amrut Mody School of Management , Ahmedabad University

Marketing and Retail Developmental Paper Session

Marketing and Retail Developmental Paper Session (5)

BAM2026 Conference