Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong

Despite promising conceptual developments in value co-creation and consumer-brand engagement (CBE), the scholarly attention afforded to the importance of social media marketing (SMM) activities in strengthening consumers’ intention for value co-creation and CBE is limited. SMM is conceptualised as a hierarchical construct with five dimensions: entertainment, customisation, interaction, electronic-word-of-mouth (EWOM) and trendiness. This study...