Abstract
Social media advertisement (ad) is a growing phenomenon designed to reach and engage customers. However, despite their continued adoption, less remains known regarding the effectiveness of social media ads to co-create brand value. In response to this gap, this study aims to deepen the theoretical understanding of consumer value co-creation through social media advertising value. The data were collected using purposive sampling from 286 experienced social-media users, and the model was tested using partial least square (PLS)-based structural equation modeling. The results indicate that entertainment, aesthetic appeal, interactivity, and trendiness significantly affect the adverting value of social media ads. In turn, ad value affects consumers’ intention for value co-creation. Consequently, our findings suggest the importance of social media advertising value where marketers may enhance consumer-brand engagement (CBE) by incorporating interesting content, which may encourage the customer’s interaction with the social media ads and strengthen value co-creation behavior. The results further contribute to nascent marketing literature by demonstrating that value co-creation acts as an antecedent to generating positive electronic word-of-mouth (e-WOM) on social media platforms to drive consumers’ online brand purchase intention.
Highlights
Digital marketing has transformed consumer behavior rapidly
Given the limited attention afforded to consumers’ social mediarelated behaviors in building a customer–brand relationship and value co-creation, especially with respect to social media advertising, this study examines the role of several ad-valuerelated drivers in driving consumers’ value co-creative behavior and purchase intention
Brands can only succeed by providing a platform where customers can share their opinions and feedback about brand offerings and encourage users to create, share, and like similar interactive brand content with other users (Chwialkowska, 2019)
Summary
Digital marketing has transformed consumer behavior rapidly. It has been argued that customers are co-creating the brand value by coming up as active participants and collaborators that generate new ideas rather than just passive observers (Barile et al, 2021). Brands are using social media tools to create opportunities for consumers to engage actively (e.g., live sessions and feedback polls) and create value for both parties (Cheung et al, 2021). Out of these frequently used online customer engagement techniques, social media advertising is getting significant attention as it involves interactive marketing that facilitates consumer–brand interactions, driving value co-creation (Lin et al, 2018). With rapid web 4.0 technological advancements and interactive social media features, social media advertising becomes a means to exchange valuable information, medium of interaction, and allows customized customer-generated content through online customer feedback (Schivinski and Dabrowski, 2016; Saura et al, 2021)
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