%A A. Hussain
%A D.H. Ting
%A M. Mazhar
%I Frontiers Media S.A.
%V 13
%T Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value
%X 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.
%J Frontiers in Psychology
%L scholars17073
%O cited By 11
%R 10.3389/fpsyg.2022.800206
%D 2022