Abstract
This research aims to explore how social media interactions impact the collaborative creation of value in promoting healthy consumption during the COVID-19 pandemic. To gain a deeper insight into the process of social media communication and its effect on generating shared value, we utilized the Stimuli-Organism-Response (SOR) model to form our hypotheses. Our study drew data from 184 valid surveys collected across five countries and regions (Canada, Malaysia, Taiwan, the United Kingdom, and the United States). Employing Structural Equation Modelling (SEM), we tested these hypotheses. The outcomes of our research indicate that social media communication significantly enhances the quality of relationships within online communities, subsequently affecting the creation of value in the context of healthy consumption. Furthermore, the COVID-19 pandemic appears to positively moderate the correlation between relationship quality and the creation of value in this context.
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