relation: https://khub.utp.edu.my/scholars/17073/
title: Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value
creator: Hussain, A.
creator: Ting, D.H.
creator: Mazhar, M.
description: 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� 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�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� online brand purchase intention. Copyright © 2022 Hussain, Ting and Mazhar.
publisher: Frontiers Media S.A.
date: 2022
type: Article
type: PeerReviewed
identifier:   Hussain, A. and Ting, D.H. and Mazhar, M.  (2022) Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value.  Frontiers in Psychology, 13.   ISSN 16641078     
relation: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85126258035&doi=10.3389%2ffpsyg.2022.800206&partnerID=40&md5=2e4bdd50034270cf51e6da2a1e9a51a5
relation: 10.3389/fpsyg.2022.800206
identifier: 10.3389/fpsyg.2022.800206