Content marketing in the social media platform: Examining the effect of content creation modes on the payoff of participants

Xiaojing Zhang and Yulin Zhang

Journal of Retailing and Consumer Services, 2024, vol. 77, issue C

Abstract: In the context of platform enterprise development, user value creation has emerged as a critical driver, given the growing engagement of users in value-creation endeavors. This study aims to establish a game-theoretic model that incorporates content creators, brands, and social media platforms, with a focus on exploring value-creation strategies and their impact on participants' revenue. The findings indicate that the selection of value creation modes is contingent upon the combined effects of content creator influence, the conversion rate of co-creator efforts, and product price. As the conversion rate of the co-creator's efforts improves, the dominance interval of value co-creation for achieving triple-win widens. Besides, adopting value co-creation proves to be profitable when content creators operate at the waist-tail level and the conversion rate of the co-creator's efforts surpasses a certain threshold. Moreover, this work provides valuable insights to content creators at various levels, aiding their selection of value-creation modes and co-creators for engaging in value-creation activities.

Keywords: Content marketing; Independent value creation; Value co-creation (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923003806

DOI: 10.1016/j.jretconser.2023.103629

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