Influence of Customer Participation on Co-Creation Intention of Brand Value under Social Media
Mengfei Lin,
Zhihua Wang,
Chunfeng Chen
Abstract:The purpose of this paper is to investigate if customer participation has the double-edged sword problem and how it impacts the co-creation intention of brand value under social media. To explore the relationship, we construct a research model from the perspective of value co-creation and cognitive behaviour theory in the context of social media. 385 valid samples were collected through a field questionnaire, and the structural equation model was used to test the research hypotheses. The results indicate that … Show more
Set email alert for when this publication receives citations?
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.