@article{scholars17073,
         journal = {Frontiers in Psychology},
       publisher = {Frontiers Media S.A.},
           title = {Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value},
          volume = {13},
            note = {cited By 11},
            year = {2022},
             doi = {10.3389/fpsyg.2022.800206},
            issn = {16641078},
          author = {Hussain, A. and Ting, D. H. and Mazhar, M.},
             url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-85126258035&doi=10.3389\%2ffpsyg.2022.800206&partnerID=40&md5=2e4bdd50034270cf51e6da2a1e9a51a5},
        abstract = {Social media advertisement (ad) is a growing phenomenon designed to reach and engage customers. However, despite their continued adoption, less remains known regarding the effectiveness of social media ads to co-create brand value. In response to this gap, this study aims to deepen the theoretical understanding of consumer value co-creation through social media advertising value. The data were collected using purposive sampling from 286 experienced social-media users, and the model was tested using partial least square (PLS)-based structural equation modeling. The results indicate that entertainment, aesthetic appeal, interactivity, and trendiness significantly affect the adverting value of social media ads. In turn, ad value affects consumers{\^a}?? intention for value co-creation. Consequently, our findings suggest the importance of social media advertising value where marketers may enhance consumer-brand engagement (CBE) by incorporating interesting content, which may encourage the customer{\^a}??s interaction with the social media ads and strengthen value co-creation behavior. The results further contribute to nascent marketing literature by demonstrating that value co-creation acts as an antecedent to generating positive electronic word-of-mouth (e-WOM) on social media platforms to drive consumers{\^a}?? online brand purchase intention. Copyright {\^A}{\copyright} 2022 Hussain, Ting and Mazhar.}
}