To read the full version of this content please select one of the options below:

Customer engagement and co-created value in social media

Sara Quach (Department of Marketing, Griffith University, Gold Coast, Australia)
Wei Shao (Griffith University, Gold Coast, Australia)
Mitchell Ross (Department of Marketing, Griffith University, Gold Coast, Australia)
Park Thaichon (Department of Marketing, Griffith University, Gold Coast, Australia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 11 October 2019

Issue publication date: 18 August 2020

Downloads
1170

Abstract

Purpose

The purpose of this paper is to understand the relationship between customer participation, co-created value and customer engagement as well as customer motivation involved in this process.

Design/methodology/approach

Respondents were randomly exposed to one of the six types of social media scenarios. A total of 181 respondents were drawn from an MTurk opt-in survey panel of individuals who resided in America and were over the age of 18 years.

Findings

Overall, the results of this study showed that as the level of customer participation increased, the level of co-created value decreased. The relationship between customer participation and customer engagement was fully mediated by co-created value. Extrinsic motivation was found to moderate the relationship between customer participation and co-created value but did not moderate the relationship between customer participation and customer engagement. Moreover, customer engagement was at its highest when an external reward was not offered, in other words, when customers were intrinsically motivated. Furthermore, when an external reward was offered, a significant effect of privacy concern on customer engagement was observed.

Originality/value

The study extends the current understanding of customer engagement through value co-creation, customer participation and perceptions of privacy in firm-initiated activities in social media.

Keywords

Citation

Quach, S., Shao, W., Ross, M. and Thaichon, P. (2020), "Customer engagement and co-created value in social media", Marketing Intelligence & Planning, Vol. 38 No. 6, pp. 730-744. https://doi.org/10.1108/MIP-04-2019-0218

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited