Hussain Ali, Ting Ding Hooi, Mazhar Muhammad
Department of Management and Humanities, Universiti Teknologi PETRONAS, Seri Iskandar, Malaysia.
Front Psychol. 2022 Feb 24;13:800206. doi: 10.3389/fpsyg.2022.800206. eCollection 2022.
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.
社交媒体广告是一种日益普遍的现象，旨在接触并吸引客户。然而，尽管社交媒体广告被持续采用，但关于其共同创造品牌价值的有效性，人们了解得仍然较少。针对这一差距，本研究旨在通过社交媒体广告价值加深对消费者价值共同创造的理论理解。数据是通过目的抽样从286名有经验的社交媒体用户中收集的，模型使用基于偏最小二乘法（PLS）的结构方程建模进行测试。结果表明，娱乐性、审美吸引力、互动性和时尚感显著影响社交媒体广告的广告价值。反过来，广告价值会影响消费者的价值共同创造意愿。因此，我们的研究结果表明了社交媒体广告价值的重要性，营销人员可以通过纳入有趣的内容来增强消费者与品牌的互动（CBE），这可能会鼓励客户与社交媒体广告进行互动，并加强价值共同创造行为。研究结果还通过证明价值共同创造是在社交媒体平台上产生积极电子口碑（e-WOM）以推动消费者在线品牌购买意愿的前提条件，进一步为新兴的营销文献做出了贡献。
