TABLE 8.

Cluster 2.

Sr. No	Author	Title	Links	Total link strength	TGCS
1	Singaraju et al., 2016	Social media and value co-creation in multi stake holder system. A resource integration approach.	52	186	86
2	Chang et al., 2018	Enhancing firm’s performance: The role of brand orientation in Business-to-business marketing.	50	184	46
3	Jayashankar et al., 2018	Iot adoption in agriculture: the role of trust, perceived value, and risk.	50	150	62
4	Zhang et al., 2015	Building industrial brand equity by leveraging firm capabilities and co-creating value with customers.	49	215	70
5	Zhang and Zhu, 2019	When can B2B firms improve product innovation capability (PIC) through customer participation (CP)? The moderating role of inter-organizational relationships?	47	111	11
6	Zolkiewski et al., 2017	Strategic B2B customer experience management: the importance of outcomes-based measures	46	150	36
7	Ferguson et al., 2016	The social context for value co-creations in an entrepreneurial network Influence of interpersonal attraction, relational norms, and partner trustworthiness	41	84	46
8	Tuan et al., 2019	Customer value co-creation in the business-to-business tourism context: The roles of corporate social responsibility and customer empowering behaviors	39	70	38
9	Wang et al., 2013	Customer participation and project performance: the mediating role of knowledge sharing in the Chinese telecommunication service industry.	38	63	17
10	Bruhn et al., 2014	Antecedents and consequences of the quality in e-costumer-to- customer interactions in B2B brand communities.	35	92	89
11	Ruiz-Alba et al., 2019	Servitization strategies from customers’ perspective: the moderating role of co-creation	32	70	17
12	He et al., 2018	Influence of interfirm brand values congruence on relationship qualities in B2B contexts	29	67	17
13	Stucky et al., 2011	Dynamics of value creation in complex IT service engagements.	25	29	17
14	Cortez and Johnston, 2019	Marketing role in B2B settings: evidence from advanced, emerging and developing markets	20	42	20