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Social media marketing (SMMT) is explored in the light of value creation (VC) and firms' sustainability performance. This research deals with the influence of both value co-creation (VCCR) and value co-destruction (VCDE) on SMMT and firm sustainability.

A quantitative approach is employed in this research. By means of structural equation modeling (SEM), specifically, PLS (partial least squares)-SEM, consumers' responses are analyzed.

The result confirms that SMMT influences firms' sustainability performance. Additionally, the study established a relationship between SMMT and VCCR and SMMT and VCDE. The study further showed that VCCR contributes to sustainability. Concerning the indirect relationships, the study indicates that VCDE influenced SMMT and sustainability performance.

A theoretical basis for studying both VCCR and VCDE is provided. The current study especially encourages further study into VCDE.

This work informs businesses about using SMMT to enhance sustainability performance. This work also warns about the reality of VCDE when using SMMT.

This research empirically explores SMMT and firm sustainability performance (SPFM) and also has a model that includes both VCCR and VCDE.