A new form of brand experience in online social networks: An empirical analysis

Xiaolei Yu, Chunlin Yuan, Juran Kim and Shuman Wang

Journal of Business Research, 2021, vol. 130, issue C, 426-435

Abstract: This research examines the role that dynamic brand experience can play as a marketing tool for firms in the context of social networks. It seeks to reveal how the source and motivation of value co-creation impact the dynamic brand experience. The work also analyzes the influence of dynamic brand experience on customer equity, and investigates the moderating role of electronic word-of-mouth (E-WOM) in the relationship between dynamic brand experience and customer equity. The findings show that the source and motivation of value co-creation positively affect dynamic brand experience. Also, a positive association is found between dynamic brand experience and customer equity, while E-WOM acts as a moderator on the relationship between dynamic brand experience and customer equity.

Keywords: Value co-creation; Social networking environment; Customer equity; Dynamic brand experience (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:130:y:2021:i:c:p:426-435

DOI: 10.1016/j.jbusres.2020.02.011

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