Influence of Customer Participation on Co-Creation Intention of Brand Value under Social Media

Mengfei Lin (), Zhihua Wang and Chunfeng Chen ()
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Mengfei Lin: School of Economic and Management, Zhuhai City Polytechnic, Zhuhai, P. R. China
Zhihua Wang: School of Management, Wuzhou University, Wuzhou, P. R. China
Chunfeng Chen: School of Management, Guangdong University of Technology, Guangzhou, P. R. China

Journal of Information & Knowledge Management (JIKM), 2023, vol. 22, issue 05, 1-24

Abstract: The purpose of this paper is to investigate if customer participation has the double-edged sword problem and how it impacts the co-creation intention of brand value under social media. To explore the relationship, we construct a research model from the perspective of value co-creation and cognitive behaviour theory in the context of social media. 385 valid samples were collected through a field questionnaire, and the structural equation model was used to test the research hypotheses. The results indicate that customer participation through social media has a double-edged sword effect, enhancing the perceived prosocial influence, but also causing social media fatigue. Perceived prosocial influence and social media fatigue play a dual mediating effect on the relationship between customer participation and co-creation intention of brand value. Moreover, brand attachment moderates the relationship between perceived prosocial influence and co-creation intention of brand value. Majority of the studies have found that customer participation has positive effect, but a few studies have found that customer participation has a certain “dark side†. This study focuses on the double-edged sword problem of customer participation through social media, as well as its effect on co-creation intention of brand value, thus contribution to the value co-creation theory. This research also analyses the positive effect of perceived prosocial influence and the negative effects of social media fatigue, thus supporting effective social media participation strategies for companies.

Keywords: Customer participation; knowledge management; prosocial influence; social media fatigue; co-creation intention; prosocial theory; ego depletion theory (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1142/S0219649223500545

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