Building value co-creation with social media marketing,brand trust,and brand loyalty |
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| Affiliation: | 1. School of Business Administration, Xi''an Eurasia University, Xi''an 710065, Shaanxi, China;2. College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747 South Korea;1. Department of Marketing, Stetson-Hatcher School of Business, Mercer University, Macon, GA, 31207, USA;2. Department of Marketing, Arthur J. Bauernfeind College of Business, Murray State, Murray, KY, 42071, USA;3. Department of Marketing, College of Business, Bryant University, 1150, Douglas Pike, Smithfield, RI, 02917, USA;4. Department of Marketing and Supply Chain Management, Fogelman College of Business and Economics, University of Memphis, 3675 Central Ave, Memphis, TN 38152, USA;1. Univ. Grenoble Alpes, Grenoble INP*, CERAG, 38000, Grenoble, France;2. Institute of Engineering and Management Univ, Grenoble, Alpes, France;1. Instituto Português de Administração de Marketing – IPAM Lisboa, Portugal;2. UNIDCOM/IADE, Unidade de Investigação em Design e Comunicação, Lisboa, Portugal;3. CEAUL - Centro de Estatística e Aplicações, Faculdade de Ciências, Universidade de Lisboa, Portugal;4. Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), Portugal;1. Korea University Business School, Korea University, Seoul, 02841, South Korea;2. College of Business Administration, University of Seoul, Seoul, 02504, South Korea;1. Léonard De Vinci Pôle Universitaire, Research Center, 92916, Paris La Défense, France;2. Grenoble École de Management, Marketing Department, 38000, Grenoble, France;3. Queen''s University, Psychology Department, Belfast, BT9 5BN, United Kingdom;4. Universidad Anáhuac México, Facultad de Economía y Negocios, México;1. Univ. Grenoble Alpes, Grenoble INP, CERAG, 38000, Grenoble, France;2. Excelia Business School, CERIIM, La Rochelle, France |
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| Abstract: | Value co-creation has emerged as a critical challenge for fashion brands in the age of social media. Despite its importance, scholars have not adequately explored the role of social media marketing (SMM) in enhancing value co-creation (VCC) intentions among fashion brand consumers in mainland China. SMM encompasses five hierarchical elements: entertainment, customization, interaction, electronic word-of-mouth (EWOM), and trendiness. This study developed a theoretical framework based on attribution theory and employed the partial least squares–structural equation modeling (PLS-SEM) method to analyze the value co-creation process. The results indicate that SMM positively impacts brand loyalty (BL), brand trust (BT), and VCC. Furthermore, BT positively affects BL and VCC, while also serving as a positive mediator between SMM and BL and VCC. Finally, BL positively enhances the VCC intentions of fashion brand consumers. Our study's unique insights, derived from the attribution theory's advantage point, enrich the marketing literature. These findings also offer practical guidelines and tips for marketing managers seeking to optimize their SMM mix for VCC. |
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| Keywords: | Attribution theory Brand trust Social media marketing Brand loyalty Value co-creation Fashion brands China |
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