- Title
- The role of social media elements in driving co-creation and engagement
- Creator
- Cheung, Man Lai; Pires, Guilherme; Rosenberger III, Philip J.; Leung, Wilson K.S.; Chang, Man Kit
- Relation
- Asia Pacific Journal of Marketing and Logistics Vol. 33, Issue 10, p. 1994-2018
- Publisher Link
- http://dx.doi.org/10.1108/APJML-03-2020-0176
- Publisher
- Emerald Publishing
- Resource Type
- journal article
- Date
- 2021
- Description
- Purpose: The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization, interactivity, electronic-word-of-mouth (eWOM) and trendiness–on consumers' intent to participate in value co-creation and on consumer–brand engagement (CBE) and perceived brand value in turn. Design/methodology/approach: The research model is tested for wearable healthcare technology, a smart-technology product. Data were collected in China from 294 users using a self-administered online survey. Data analysis uses partial least squares – structural equation modelling (PLS-SEM). Findings: Entertainment, customization and eWOM are the key predictors in driving consumers' value co-creation intention, thereby strengthening the value co-creation process, CBE and perceived brand value. In contrast with previous studies in the area of value co-creation and CBE, the impact of interactivity and trendiness on value co-creation intention is non-significant. Research limitations/implications: The research contributes to the literature by providing an understanding of how to use SMM dimensions to drive consumers' value co-creation intention for smart-technology products, such as healthcare-wearable technology. However, this study is cross-sectional in nature and its focus is solely on wearable healthcare technology in China. To enhance the generalizability of the findings, future research might consider a longitudinal design and include comparisons between countries with diverse cultures, along with other types of smart-technology products. Practical implications: The findings provide guidance for marketers to enhance CBE and perceived brand value by strengthening consumers' value co-creation intention, using SMM with entertaining and customized content and encouraging positive referrals on social-media platforms. Originality/value: Scholarly attention on the importance of SMM in strengthening consumers' value co-creation intention and CBE is limited, and the question of which SMM elements are effective in driving value co-creation and its link to perceived brand value has not been examined. This paper contributes to the marketing literature by developing and empirically testing a research model, revealing entertainment, customization and eWOM as key SMM elements driving value co-creation intention and CBE for a smart-technology product in China.
- Subject
- social media marketing; consumer-brand engagement; value co-creation; perceived brand value; wearable healthcare technology
- Identifier
- http://hdl.handle.net/1959.13/1439106
- Identifier
- uon:40824
- Identifier
- ISSN:1355-5855
- Language
- eng
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