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Predicting value cocreation behavior in social media via integrating uses and gratifications paradigm and theory of planned behavior

Arash H. Zadeh (Department of Marketing, Illinois State University, Normal, Illinois, USA)
Maryam Farhang (Department of Marketing, Southern Illinois University Carbondale, Carbondale, Illinois, USA)
Mohammadali Zolfagharian (Department of Marketing, Bowling Green State University, Bowling Green, Ohio, USA)
Charles F. Hofacker (Department of Marketing, Florida State University, Tallahassee, Florida, USA)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 10 March 2022

Issue publication date: 21 March 2023

1409

Abstract

Purpose

This research (1) investigates value cocreation behavior and the underlying activities on social media; (2) examines the motivational values and psychological predictors of cocreation intention on social media via uses and gratification paradigm (U&G) and the Theory of Planned Behavior (TPB); (3) investigates an underlying mechanism linking the motivational values to cocreation intention, via attitude.

Design/methodology/approach

Structural Equation Modeling (SEM) and the mediation analysis are used to test the data from 417 Facebook users.

Findings

Cocreation intention is (1) robustly influenced by extrinsic motivational values, such as purposive value; (2) indirectly affected, through attitude, by intrinsic motivational values such as entertainment and social enhancement; and (3) not associated with subjective norms, behavioral control and self-discovery. The latter is a likely result of this study's focus on explaining value cocreation rather than social media usage.

Research limitations/implications

This study is one of the first to identify antecedents of cocreation intention on Facebook, using an integrative model of TPB and U&G. Attitude serves as a key construct, mediating the effects of motivational values on cocreation intention, with mediation being partial for some values and complete for others. The existence of direct and indirect effects of motivational values and the mediating role of attitude points to the illustrious yet contested value–attitude–behavior hierarchy and offers explanations as to why some of the motivational values were not linked to the cocreation behavior on Facebook (Pelletier et al., 2020).

Practical implications

Firms should strive to influence the attitude of their users toward cocreation intention as it links the influence of motivational values on value cocreation. Managers should strive to prepare an appropriate platform where customers can easily interact with one another and communicate different value propositions. The goal should be to enable customers to derive extrinsic values as they interact with corporate-sponsored social media content. More specifically, purposive value, followed by socializing value, should be emphasized during social media content design. For example, the content should feature concrete and convenient informational and instrumental benefits (purposive value) and provide customers with tools that enable them to create social support, friendship and intimacy (socializing value). In addition, entertainment value should not be dismissed.

Originality/value

This research builds upon the emerging social media literature and a robust decision-making model to investigate value cocreation, predictors and an underlying mechanism explaining the relationships.

Keywords

Citation

Zadeh, A.H., Farhang, M., Zolfagharian, M. and Hofacker, C.F. (2023), "Predicting value cocreation behavior in social media via integrating uses and gratifications paradigm and theory of planned behavior", Journal of Research in Interactive Marketing, Vol. 17 No. 2, pp. 195-214. https://doi.org/10.1108/JRIM-10-2020-0209

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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