Brand Equity and Usage Intention Powered by Value Co-Creation: A Case of Instagram in Kazakhstan

Sadyk, Dina; Islam, Dewan Md Zahurul

doi:10.3390/su14010500

Cited by 12 publications

(16 citation statements)

References 71 publications

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“…The works published so far clearly emphasize the key importance of the Internet as a place of cooperation between purchasers and offerors (F€ uller et al, 2009). Often, this cooperation is exclusively equated with activity online (Sadyk and Islam, 2022). The results of the research indicate, however, that the majority of respondents preferred to use both environments for cooperation.…”

Section: Discussionmentioning

confidence: 87%

“…, 2009). Often, this cooperation is exclusively equated with activity online (Sadyk and Islam, 2022). The results of the research indicate, however, that the majority of respondents preferred to use both environments for cooperation.…”

Section: Discussionmentioning

confidence: 99%

“…As a consequence, one can talk about different types of prosumer activity, for JCMARS 6,2 example, according to the subject criterion, one can mention inter-purchase activity, i.e. activity undertaken together with other purchasers (Sadyk and Islam, 2022) and with offerors (Chepurna and Criado, 2018). According to the object criterion, one can indicate activity focused on the product, either material (Chang and Taylor, 2016) or non-material (Hu and Li, 2022), and marketing attributes of the product such as packaging, brand (Sarkar and Banerjee, 2019), etc.…”

Section: Co-creating Food Productsmentioning

confidence: 99%

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Online or offline environment for co-creating food products – final purchasers' preferences vs their readiness to cooperate with offerors

Baruk

2023

JCMARS

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PurposeThe aim of the article is identifying the hierarchy of products that final purchasers are ready to co-create with offerors and defining the place that food products occupy in this hierarchy in the context of the preferred environment for cooperation.Design/methodology/approachStriving to fill the cognitive and research gap identified during the analysis of the world literature was the basis for the survey, which included 1,196 representatives of adult final purchasers in Poland. The primary data collected were subjected to statistical analysis using the following methods: average grade analysis, comparative analysis, exploratory factor analysis and the Kruskal–Wallis (KW) test.FindingsThis study found that the respondents would like to co-create food products which ranked third among the analyzed groups of products with offerors. Most respondents preferred the parallel use of the online and offline environments as places of cooperation with offerors. Among the total of respondents and the respondents who preferred the internet as an environment for cooperation, a group of people willing to participate in the creation of food products was identified. In both cases, these groups were characterized by the fact that their members were not ready to co-create other groups of products at the same time. Food products were one of the two groups of products for which the preferred environment for cooperation turned out to be a statistically significant feature differentiating the responses regarding what products the respondents would like to co-create with offerors.Originality/valueThe scope and the approach proposed in this article testify to its originality. So far, the preferences of final purchasers regarding (1) product groups, including food, that they would like to co-create with offerors and (2) the environment for cooperation with offerors have not been studied. Ipso facto, the significance of this environment for preferences related to products that purchasers would be ready to co-create has not been investigated. Conclusions drawn on the basis of the results of the research constitute a valuable contribution to the theory of marketing and the theory of behavior, related especially to the joint creation of food products. The results are characterized by high application value, making it easier for offerors to take actions better suited to the preferences of active final purchasers.

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Section: Discussionmentioning

confidence: 87%

Section: Discussionmentioning

confidence: 99%

Section: Co-creating Food Productsmentioning

confidence: 99%

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Online or offline environment for co-creating food products – final purchasers' preferences vs their readiness to cooperate with offerors

Baruk

2023

JCMARS

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“…Brand attitude and brand usage intention have been extensively examined by scholars as outcome variables in much of the advertising and marketing literature. Studies found that consumers' positive experiences of engaging with brands on social media generates positive brand attitude (Shoenberger et al, 2020;Song & Kim, 2020) and brand usage intention (Harrigan et al, 2018;Hollebeek et al, 2014;Sadyk & Islam, 2022).…”

Section: Luxury Brands On Social Media and Brand Outcomesmentioning

confidence: 99%

Materialistic Consumers Who Need To Signal Their Status: Examination of Antecedents and Consequences of Consumers’ Luxury Brands Engagement on Social Media

Kwon¹

2023

IJMS

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The purpose of this research is to understand the key drivers and outcomes of consumer brand engagement (CBE) with luxury brands on social media. Specifically, this study aims to examine the mediating effect of CBE between antecedents (materialism, need for status signaling) and brand outcomes (brand attitude and brand usage intention) when consumer involvement (CI) is controlled. A survey was administered to 547 non-student young consumers who follow luxury brands on Instagram. The empirical findings show that antecedents (materialism, need for status signaling) positively influence brand outcomes (brand attitude, brand usage intention). Further, the results show a partially supportive mediating role of CBE between antecedents and brand outcomes. This research found prominent effects of materialism and need for status signaling. There are limited studies on CBE with luxury brands on social media. This research is a pioneer, as it extends the CBE framework by adding two individual difference variables as antecedents and two brand outcome variables.

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“…Experience co-creation occurs in all industries that interact directly with customers and is a process in which customers and organizations collaborate to create an experience and ultimately create value (Martini et al , 2014; Mathis et al , 2016; Buhalis and Sinarta, 2019). Nowadays, most service-oriented companies in the field of tourism use online communication platforms in social media and benefit from the extensive participation of customers, which is supported by the interactive system of Web 2.0 technology (Vargo, 2008; Sadyk and Islam, 2022).…”

Section: Introductionmentioning

confidence: 99%

What drives social co-creation in tourism? An empirical study

Taheri,

Mohammadi,

Jami Pour

2023

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Purpose As competition in the industry intensifies, companies must use market-oriented approaches to gain competitive superiority; one of the approaches that can lead to the success of companies in the competitive market is to undertake social co-creation with the help of customers. Although the use of social media for the development of social interactions has expanded, very little attention has been paid to how the concept of social co-creation is formed on social media by users. Therefore, this study aims to investigate the effect of personality traits and website quality on social co-creation, with the mediating role of trust in tourism websites. Design/methodology/approach This research, in terms of purpose, is practical, and in terms of information collection, it is a descriptive survey. The research statistical population is all users of active tourism sites in Iran. The sampling method is non-probability and available sampling. The questionnaire was designed based on the Likert scale and was distributed electronically among the statistical sample. After collecting and reviewing the questionnaires, 203 were used for analysis. The data analysis method in this study is hierarchical multiple regression. Findings The results indicated that personality traits and website quality are correlated with trust and social co-creation. The dimensions of website quality, including quality of information, quality of system and quality of service on tourism websites, have considerable and positive effects on trust. Also, all dimensions of the personality traits, except extraversion and neuroticism, have a considerable and positive effect on trust. Moreover, the correlation between trust and social co-creation is positive. Originality/value According to the review of the digital marketing literature, some researchers examined the influential factors in co-creation, but there is little research about how the interaction of these three concepts (personality traits, website quality and trust) enhances co-creation. This study contributes to the existing literature with empirical evidence of how personality traits and website quality influence co-creation by mediating the role of trust.

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Brand Equity and Usage Intention Powered by Value Co-Creation: A Case of Instagram in Kazakhstan

Cited by 12 publications

References 71 publications

Online or offline environment for co-creating food products – final purchasers' preferences vs their readiness to cooperate with offerors

Online or offline environment for co-creating food products – final purchasers' preferences vs their readiness to cooperate with offerors

Materialistic Consumers Who Need To Signal Their Status: Examination of Antecedents and Consequences of Consumers’ Luxury Brands Engagement on Social Media

What drives social co-creation in tourism? An empirical study

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