The role of social media elements in driving co-creation and engagement
Volume: 33, Issue: 10, Pages: 1994 - 2018
Published: Mar 4, 2021
Abstract
Purpose The purpose of this paper is to develop and empirically test a research model examining the impact of five social media marketing (SMM) elements–entertainment, customization, interactivity, electronic-word-of-mouth (eWOM) and trendiness–on consumers' intent to participate in value co-creation and on consumer–brand engagement (CBE) and perceived brand value in turn. Design/methodology/approach The research model is tested for wearable...
Paper Details
Title
The role of social media elements in driving co-creation and engagement
Published Date
Mar 4, 2021
Volume
33
Issue
10
Pages
1994 - 2018
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Notes
History