How digitalized interactive platforms create new value for customers by integrating B2B and B2C models? An empirical study in China

The traditional B2B model can't meet the firm's marketing and customer relationship management demands in the digital environment, and B2B and B2C separately is insufficient to the industry. Thus, we propose a digitalized interactive platform, which is a hybrid of B2B and B2C business models. This B2B2C (business-to-business-to-consumer) business model has transitioned from a traditional channel-driven mode to the integration of platform resources, reflecting the platform value. This study analyzes survey data collect from manufacturing and service industries based in China. The study finds that multi-dimensional platform value positively affects overall platform value, which in turn positively affects platform brand engagement. Moreover, platform brand engagement positively influences platform brand loyalty, ultimately increasing customer share. Thus, the study provides a new theoretical explanation and managerial implication for the value creation of digitalized interactive platforms.