The role of social media elements in driving co-creation and engagement

Man Lai Cheung*, Guilherme Pires, Philip J. Rosenberger, Wilson K.S. Leung, Ludwig M K CHANG

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    50 Citations (Scopus)


    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.

    Original languageEnglish
    Pages (from-to)1994-2018
    Number of pages25
    JournalAsia Pacific Journal of Marketing and Logistics
    Issue number10
    Early online date4 Mar 2021
    Publication statusPublished - 25 Oct 2021

    Scopus Subject Areas

    • Business and International Management
    • Strategy and Management
    • Marketing

    User-Defined Keywords

    • Consumer-brand engagement
    • Perceived brand value
    • Social media marketing
    • Value co-creation
    • Wearable healthcare technology


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