The Mediation effect of Value-Co-Creation on Customer Engagement and Positive E-WOM

Salwa Fouad Taher Salwa Fouad Taher,Dr Mahmoud Abdulhamid Saleh Dr Mahmoud Abdulhamid Saleh

doi:10.24297/ijmit.v15i.8888

Salwa Fouad Taher Salwa Fouad Taher, Dr Mahmoud Abdulhamid Saleh Dr Mahmoud Abdulhamid Saleh

Open Access

https://doi.org/10.24297/ijmit.v15i.8888

Copy DOI

Abstract

The current study investigates the mediation effect of value-co-creation on customer engagement and positive e-WOM in a competitive Saudi Arabian market. An attempt to illustrate the factors influencing the positive e-WOM as a result of changing customer`s interests and lifestyle. The engagement of consumers in the co-creation of value is powerful in understanding consumer behavior. The paper has made an applied attempt in the Saudi Arabian market to study customer engagement, value co-creation, and positive e-WOM, which adds to the knowledge line in the digital marketing discipline.

Highlights

Costumers nowadays are interacting and communicating through different social media platforms; their role has developed from being receivers to becoming information co-creators (Jahn & Kunz, 2012)
The sample included 301 respondents, 288 were Saudi and only 13 were from other nationalities. Both genders were represented in the sample while the majority of the sample was female with a percentage of 87.7% and 12.3 % for male. 44.9% of the respondents were from the age group of 20-30 years old, 27.2 % were from the age group of 31-40 years old, and 13.6% were under 20 years old. 190 of the respondents hold a Bachelor’s degree while 63 finished high school
Enthusiasm, social interaction, and conscious participation are the dimensions of customer engagement (Vivek, 2009), the results presented that value co-creation mediates the relationship between customer engagement and positive E-WOM

Summary

Introduction

Costumers nowadays are interacting and communicating through different social media platforms; their role has developed from being receivers to becoming information co-creators (Jahn & Kunz, 2012). This interaction is viewed as consumer engagement. Research shows that highly engaged customers on the social platform play an important role in generating contents, referring products, services, and brands to other customers, and co-creating customer experience and value (Jaakkola & Alexander, 2014; Hajli et al 2014). It can be argued that social media can serve as an effective platform for organizations to make use of customers’ social networks communications in spreading information instantly to a large number of potential customers

Results

Discussion

Conclusion