Customer Value Co-Creation Practices in E-Retailing Platform

This study was conducted to analyze and examine the effect of price, brand equity, and e-commerce on purchasing decisions for Shure brand microphones at PT. Sierra Mandiri Distribusindo. This research uses quantitative methods, descriptive and causal relationships. The total population of customers of PT. Sierra Mandiri Distribusindo totaled 178 customers, using the Slovin formula obtained a sample of 124 customers. The data analysis method used is the classical assumption, multiple linear regression, and hypothesis testing. The results of the study are partially price has a significant negative effect on purchase_ decision, equity. brand. and e-commerce has a significant positive effect on purchase_ decision. Simultaneously, price, brand equity, and e-commerce have a significant effect on purchasing decisions for Shure brand microphones at PT. Sierra Mandiri Distribusindo. The amount of variation in purchasing decisions that can be explained by the variable price, brand equity, and e-commerce is 38.5%, the remaining 61.5% is influenced by other variables.

Streaming platforms have become popular in recent years, where consumers can view personalized content at any time on the device of their choice. Many brands in this market have been fighting to win more market share. It was seen how they improved their strategies based on several factors such as price, ease of use, content richness, or brand equity. Users tend to have high satisfaction with the streaming platform depending on what brand offers what they value the most. The objective of this study was to find the relationships that the variables content richness (CR), perceived price (PR), perceived ease of use (PEOU), brand equity (BE), and user satisfaction (US) have within this market. The study population was made up of subscribers of streaming platforms in Peru, in which the sample was 400 subscribers who used streaming platforms for more than 6 months. The methodology used was a PLS-SEM analysis using the SmartPLS 3 tool to answer the hypotheses raised in the study. All the scale items were measured by a 7-point Likert scale. The results from the investigation indicated that brand equity was significantly influenced by both content richness and perceived ease of use. Moreover, brand equity and user satisfaction have a high significance between them. This may be since users now value more the richness of content and ease of use on streaming platforms. However, the perceived price was not significantly predictive of brand equity, it could be because some streaming platforms offer more than one pricing plan and the perceptions disperse even more than with the other variables. Overall findings suggest reinforcing the relationships between CR and BE, since there have not been previous investigations. KeywordsStreaming platformsMultimediaContent richnessBrand equityUser experience

This study was conducted with the aim of finding the relationships between the variables Cleanliness (CLL) and Brand Equity (BEQ) in relation to Brand Experience (BE), Customer Well-Being (CWB) and Customer Satisfaction (CS) within the restaurant sector. The study population consisted of people who have eaten on the premises in restaurants in Peru during the last six months of the year 2021. The sample consisted of 416 people. A PLS-SEM analysis was used using SmartPLS 3 software in order to respond to the hypotheses set out in the study. The results allowed all the hypotheses to be tested, highlighting the confirmation of the influence of Cleanliness and Brand Equity on Customer Well-being in building Brand Experience and Customer Satisfaction in the restaurant sector.

This study aims to analyze the influence of social media marketing strategies in increasing customer satisfaction and repurchase intentions through brand equity on e-commerce platforms in Indonesia. This study uses a quantitative approach with the Structural Equation Modeling Partial Least Square (SEM-PLS) method . A total of 150 respondents who are active e-commerce users in the Jabodetabek area became the research sample. The results of the study indicate that social media marketing activities have a significant positive effect on brand equity , which is mediated by brand love and brand trust . In addition, brand equity has a direct relationship with customer satisfaction , which then affects repurchase intention . This study also reveals that interactive, responsive, and relevant social media marketing strategies contribute to increasing emotional connections between consumers and brands, which are important factors in building long-term loyalty. Positive experiences felt by consumers through interactions on social media not only improve their perceptions of the brand but also create deep trust relationships. The practical implications of this study indicate that business actors need to pay attention to the elements of transparency, consistency, and personalization in every marketing activity they do on social media. With this approach, businesses can create added value to brand equity while increasing customer retention. This study also emphasizes the importance of utilizing technology such as artificial intelligence to support more effective real-time interactions with consumers. This strategy is believed to not only be able to improve brand image, but also motivate consumers to make consistent repeat purchases. Therefore, this study provides a significant contribution, both in the academic context and managerial practice, especially in helping e-commerce businesses in Indonesia to develop more innovative and sustainable social media-based marketing strategies.

This study examines how brand equity functions as a mediator in the relationship between electronic word-of-mouth (E-WOM), Social Media Marketing (SMM), Brand Engagement (BENG), Brand Love (BL), Brand Equity (BEQ), and Purchase Intention (PI) in e-commerce. Currently there is no research with variables mentioned above that implemented the Theory of Planned Behavior (TPB) therefore represents novelty aspect. Data evaluated from 293 e-commerce consumers is examined using PLS-SEM. Result shows that BEQ significantly mediates the effect of SMM and E-WOM on PI. While SMM and E-WOM both increase BEQ, their direct impacts on PI are shown to be irrelevant. Furthermore, it has been demonstrated that BL significantly influences both BEQ and PI, but BEQ does not have a significant effect. The findings showed the importance of BEQ in connecting SMM to consumer PI in e-commerce while using the theory of planned behavior by Ajzen (1985) in Indonesia highlighting this research gap.

Nowadays customers care about not only the products they purchase but also the service provided. Due to the nature of service, sellers have to transform it into concrete efforts through branding and placing customer needs at the center of their efforts is absolutely the top priority for customer relationship. This not merely enhances customer satisfaction and expands customer’s lifetime value, and will undoubtedly become an important asset for enterprises. Rust, Zeithamal and Lemon (2004) suggested that as shown by the proposed model, if relevant weights between driving factors and the models are attained, under customer equity and profitability, the concrete influences branding and customer relationship have on customer equity could be predicted. In this regard, the model has therefore become a means to make strategies. Taking U.S. industries ranging from aviation, e-commerce, hand towel, grocery, to car rental as examples, discussed how value equity, brand equity, and relationship equity influence customer equity through brand choice. Their model should also be adapted in Taiwan, for currently 70% of the island’s industries are service industries. Therefore, based on the model and choosing financial holding corporations as the object of research. This study collects samples by means of online and written questionnaires. Invalid ones deducted, there are 1,871 valid samples in total. Research results show that the process of branding differs by brands and business types of each financial holding corporation. In regression model analysis, value equity, brand equity, and relationship equity all display significant positive correlations with repurchase willingness.

PurposeThe purpose of this study has to conduct an integrated effective evaluation system to discover consumers' travel attitudes of the culinary experiences or cuisines and establishing an optimal mutual relationship of a brand equity evaluation model.Design/methodology/approachBased on a sample of 624 participants, the results support that social media engagement has indirect effects on culinary brand equity development through travel attitudes and information sharing.FindingsThe study finds that values are expressed as foundational attributes that have indirect effects on brand equity through hedonic function, perceived quality, brand awareness and brand image. In contrast, the social interaction mechanism strengthens subdimensional relationships. These findings extend the customer brand equity literature and the nature of tourists' perspectives in the context of Taiwan's culinary destination brand equity.Practical implicationsIt is a suggestion for tourism and hospitality managers to identify the different characteristics of attitudes towards visits and the customers' desert of participation in food-related activities when it derives to the classifications of food and culinary tourism.Originality/valueThe current study extended the findings and asserted that social interaction leads to and strengthens the relationships between memorable culinary hedonic experiences and perceived quality and improves tourists' positive awareness and image compared to other tourism experiences.

Research on e-commerce loyalty among Muslim consumers has become increasingly important due to the large size of the Muslim market in Muslim-majority countries. However, the relationship between technological features and consumer characteristics remains underexplored. This study investigates the factors influencing the loyalty of Generation Z Muslim consumers toward e-commerce platforms. A survey was conducted in 2025 among Generation Z university students (born between 1997 and 2012) in Central Java. Quantitative data were collected through an online questionnaire completed by 315 highly educated Muslim respondents. Structural Equation Modeling (SEM) was used to test the proposed research model. The results show that Generation Z loyalty is positively influenced by brand equity (β = 0.600), trust (β = 0.153), and flow experience (β = 0.192), with brand equity identified as the strongest determinant of loyalty. In the e-commerce context, brand equity is significantly enhanced by utilitarian features (β = 0.477) and flow experience (β = 0.309). Improving these factors strengthens brand equity, which subsequently leads to higher consumer loyalty.

PurposeThe rapid shift in the emerging pedagogies of customer behavior has changed the business preferences in the hotel sector. This study prioritizes the hotel's main task to develop customer re-patronage intention. Keeping in line with these factors, this study investigates the impact of customer empowerment on re-patronage intentions through customer value co-creation in the hotel sector of Pakistan. Furthermore, the study examines the moderating impact of sensation-seeking on customers.Design/methodology/approachA total of 350 potential customers participated in the online survey using purposive and snowball sampling techniques. Partial least square structural equation modeling was employed using Smart PLS-3 to test the projected hypotheses.FindingsThis study reveals that empowered customers improve their behavior and involvement in value co-creation, which, in turn, increases the prospects of re-patronage intention. Moreover, sensation-seeking moderates between consumer empowerment and customer value co-creation.Research limitations/implicationsCustomer-dominant logic and sense-making theory present interesting insights where customer empowerment and value co-creation have a positively significant impact on customer re-patronage intention. Findings also elaborate on a significant mediating role of customer value co-creation activities, which is an interesting call for hotel managers to add thought-sharing ecosystems. The suggested factors add long-lasting results in terms of revenues, performance and global GDP.Practical implicationsIt provides guidance for the hotel managers through novel factors that activate the customer to augment an intention to re-patron. Moreover, it provides a direction to add sensation-seeking strategies that strengthen the effects on customer empowerment and value co-creation.Originality/valueThis study has its uniqueness in introducing an environment in hotels where customers are empowered to further actively participate in value co-creation initiatives, along with sensation-seeking acting as a stimulus among them. These factors have greatly impacted the hotel's objectives (i.e. re-patronage intention).

PurposeThis study aims to investigate the influence of the Islamic retail mix of product, price, promotion and store atmosphere on consumers' purchase decisions.Design/methodology/approachThe research method is a survey with a purposive sampling technique, involving 100 respondents. The data was analyzed using the SEM PLS analysis tool.FindingsProducts and promotions are partially insignificant to purchasing decisions in Islamic retail. This is because consumers are convinced of all the products offered by the sharia retail mix, so they are less concerned with products and promotions. However, this study reinforces that price and store atmosphere has a significant impact on purchasing decisions in Islamic retail.Research limitations/implicationsThis study focuses on product, price, promotion and store as its variable dependent, with two of the variables are less significant compared to the rest. In addition, the samples are relatively small, leading to concerns about its ability to generalize the results of the study. The instruments that are used are also relatively limited. Additionally, the relevant characteristics of respondents are not evenly distributed. Thus, further study investigating similar topics might need to increase the number of samples, expand the characteristics of the sample, and including such variables as process, location, brand equity and customer’s trust level.Practical implicationsTo encourage consumers to make purchases on Islamic retail, companies should emphasize price and store atmosphere, which are the main considerations for consumers in making purchases at Islamic retail. Product and promotion are less prominent in Islamic retail because they are similar to those carried out by conventional retail.Originality/valueThis paper is significant in investigating the effect of sharia retail product mix, price, promotion and store atmosphere on consumer purchasing decisions at Sehati Muslim Mart Daarut Tauhid (SMM-DT), which is located in a famous boarding school in Indonesia. This study has succeeded in revealing the strengths and weaknesses of the variables that influence consumer purchasing decisions in Islamic retail.

The impact of sellers' social influence on the co-creation of innovation with customers and brand awareness in online communities

This study explores the impact of gamification, customer experience, and customer engagement on brand equity within Thai e-marketplaces, focusing on Shopee and Lazada, two of the largest online shopping platforms in Thailand. As gamification becomes increasingly integrated into digital commerce strategies, understanding its influence alongside experiential and behavioral variables is essential. Drawing from theories such as Self-Determination Theory, the Theory of Planned Behavior, and the Customer-Based Brand Equity model. The study employed a quantitative research design and surveyed 498 adult consumers in Bangkok who had recently used Shopee or Lazada. Multiple regression analysis revealed that customer experience and customer engagement significantly and positively influenced brand equity. However, gamification showed a non-significant negative relationship with brand equity, suggesting that gamified features alone may not enhance brand value in this context. The findings demonstrate the need for customer-centric strategies in digital retail environments. While gamification can increase interaction, its role may be more effective when aligned with broader experiential and engagement goals. The study offers practical implications for digital marketers and e-commerce platform managers, particularly in leveraging experience design and engagement tactics to strengthen brand equity.

Shopee uses Instagram to stay connected with its users to form its brand equity. The brand equity can generate customer responses to Shopee. Despite the fact that Shopee is dominating of the e-commerce market in Indonesia, several indicators suggest that Shopee is falling behind its competitors. This study aims to acknowledge the influence of Shopee's social media marketing activities on Instagram on Shopee's brand equity, Shopee's brand equity on customer response, and Shopee's social media marketing on customer response. This study employs quantitative method with non-probability sampling technique by involving 485 respondents, which means it was unlikely for the entire population to be sampled. This research uses PLS-SEM. By using PLS-SEM, this research conduct two models to be tested; outer and inner model. The results revealed that social media marketing activities on Instagram had a significant impact on brand association, brand awareness, perceived quality, E-WOM, and commitment. Moreover, perceived quality had a significant impact on E-WOM and commitment, while brand association had a significant impact on commitment, but not on E-WOM. Lastly, brand awareness had no significant impact on E-WOM and commitment.

The impact of Corporate Social Responsibility on Brand Equity has been clearly demonstrated in both theory and practice; however, there is still no consensus on which factors influence this impact. This study aims to construct a model focusing on understanding the impact of CSR on Brand Equity through Customer Commitment. A survey was conducted with 500 customers at 4-star and 5-star hotels in Ho Chi Minh City, using the PLS-SEM analysis tool. The research results indicate a direct impact between Corporate Social Responsibility and Brand Equity, while also demonstrating the positive mediating relationship of Customer Commitment.

In this paper a quantitative approach is taken to identify factors that influence purchase intention and brand equity ion the top 3 e-commerce platforms in urban Vietnam. Overall perceived brand equity and purchase intention is compared amongst these brands to rank them and an analysis on individual