Purpose The purpose of this paper is to investigate factors driving consumers’ social media brand experience and its effect on customer equity and customer lifetime value (CLV). A conceptual model is proposed including the variables of product attributes, brand experience, brand attachment, brand trust, customer equity and CLV. Design/methodology/approach The proposed research model is analyzed using a survey of 708 South Korean and Chinese consumers. Findings The results indicate that utilitarian and hedonic values influence brand experience, and that brand experience directly influences brand attachment, brand trust and customer equity drivers. There is a positive relationship between brand attachment and trust. As a customer equity driver, brand equity has a positive effect on CLV. Originality/value This study sheds light on how brand experience in social media can improve customer equity. It contributes to the theory of brand experience and customer equity as well as smartphone product marketing strategies. From a managerial perspective, guidelines are provided for firms to implement value communication activities using social media, and to maintain and increase their CLV.

PurposeBased on the involvement and customer-delivered value theories, this paper proposes a comprehensive framework with which to examine the relationships between food traceability system, consumer perceived value and purchase intention. The study also investigates the moderating role of consumer expertise in the relationship between food traceability system and perceived value.Design/methodology/approachSurvey approach is the primary data collection tool, through which a total of 238 useable responses were obtained. Structural equation modelling is employed to examine the hypothesized relationships among all variables.FindingsThe findings show that the information quality, perceived reliability and product diagnosticity of food traceability system affect consumer perceived value, and the perceived value and purchase intention are positively associated, while consumer expertise acts as a moderator on the relationship between food traceability system and consumer perceived value.Originality/valueThis study sheds light on how consumer perceived value of food traceability system can enhance their intention to purchase traceable food. It contributes to the theory of customer-delivered value and involvement as well as traceable product marketing strategies. From a managerial perspective, guidelines are provided for traceable food producers and marketers to implement reasonable strategies to attract consumers to purchase and promote the sustainable development of food industry.

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