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Anchored in the theories of brand gestalt and stakeholder perspectives, this study aims to undertake a comprehensive examination of the brand gestalt concept, emphasizing its multidimensional nature and the process of co-creation.

Focused within the context of the Wonderful Indonesia brand, the research draws upon a rich qualitative data set derived from in-depth interviews conducted with 18 international tourists, supplemented by netnography (or internet ethnography) of websites, social media and online articles related to Wonderful Indonesia. Using grounded theory methodology, the qualitative data undergo rigorous analysis to identify emergent themes and patterns.

The research elucidates the four dimensions (4S) comprising brand gestalt: storyscapes, sensescapes, servicescapes and stakeholderscapes. Each dimension is further delineated into essential categories, providing a comprehensive understanding of brand gestalt. This study highlights the collaborative nature of brand gestalt, emphasizing the involvement of multiple stakeholders in shaping the brand's identity and perception. Consumer perceptions of co-creation are identified as significant contributors to brand gestalt, enhancing the brand's value proposition.

Destination management and practitioners can use the insights from the research to refine their brand management and marketing strategies by leveraging the dimensions of brand gestalt. Recognizing the collaborative construct of brand gestalt can guide businesses in fostering meaningful relationships with stakeholders and aligning branding efforts with collective visions. Understanding the role of consumer co-creation in brand development can inform strategies aimed at enhancing brand equity and fostering consumer loyalty.

This study extends existing literature on brand gestalt by providing a comprehensive examination of its four dimensions and essential categories. By emphasizing the collaborative nature of brand gestalt, this study contributes to advancing the understanding of brand co-creation paradigms. The identification of consumer perceptions of co-creation as a significant factor in brand gestalt adds novel insights to the literature, offering valuable implications for brand management and marketing strategies.

As a high-reward strategy to differentiate social platforms, value co-creation is increasingly becoming a tool to enhance customers' social attachment. However, there is still a lack of academic understanding of the value co-creation that enables users to build social attachment with social platforms. To address this challenge, we develop and then examine a theoretical model grounded in value co-creation theory considering the relationship between value co-creation and social attachment, and also explore the mediating effect of user experience and the moderating effect of self-disclosure.

This study takes representative social platform users as the research object, chooses Questionnaire Star as the platform for questionnaire distribution and collection and collects 531 eligible data through the snowball sampling questionnaire method. And then, MPLUS7.4 is used to analyze the data and thus examine our proposed theoretical model.

The results of structural equation modeling analysis suggest that two dimensions of value co-creation (i.e. initiated value co-creation and spontaneous value co-creation) affect social attachment not only directly but also indirectly (i.e. the mediating role of user experience) and that self-disclosure moderates the impact of value co-creation affecting social attachment.

This study verifies the impact of different dimensions of value co-creation toward social platforms on social attachment, showing that value co-creation plays an important role in developing users' social attachment and provides practical implications for promoting the sustainable development of social platforms and building users' psychological well-being.

Co-creating with value network partners (VNPs) in the tourism industry has become essential for delivering improved service quality and enhancing consumer experience. This research examines the impact of value co-creation on the satisfaction of VNPs. Further, the study examines the moderating effects of socio-demographic factors on the relation between co-creation and VNP satisfaction.

The study collected data from VNPs engaged in tourism-related activities (N = 392). It analysed the data through structural equation modelling using SPSS 20 and AMOS 21. The study used the stimulus-organism-response framework to understand VNP's perceptions regarding co-creation.

The results indicate a significant relationship between the value processes and networks, service offerings, conversations and dialogues and value proposition in relation to co-creation. Additionally, the study identifies the significance of age, education level, job experience and job nature. The findings of the study can enable tourism managers to formulate effective co-creation strategies.

The insights from the study enable tourism managers to devise co-creation strategies that nurture collaboration with VNPs. Managers can gain insights into the antecedents of the co-creation and the role of demographic factors in shaping strategies.

The study's findings have the potential to shape co-creation policies in the tourism and hospitality industry. Network partners and tourism companies can leverage insights from the study to develop and refine their co-creation policies. By bridging the gaps in the existing literature on value co-creation with network partners, the study contributes significantly to tourism and hospitality literature.

The purpose of this review is to provide a conceptual framework of consumer engagement behavior in the value co-creation process of healthcare services, and further understand the current knowledge maps and advances.

Specifically, the scoping review methodology is used to synthesize the extant findings. The authors first develop the inclusion/exclusion criteria to evaluate the source material for the review; then, the authors further conduct the literature refinement to select the final data sample. As such, the authors extract and analyze the information derived from these articles.

The authors found most related studies focus on exploring patients' engagement behavior in the value co-creation process, especially those with chronic disease; the findings also reveal that consumers are most likely to engage in the value co-creation process of healthcare services by seeking or sharing health information; also, consumers engagement behavior is mainly driven by individual, interactive, and technological factors; moreover, consumer engagement in the value co-creation of healthcare services are more likely to achieve positive health and behavioral outcomes.

The role of consumers has gradually shifted from that of passive recipients to that of active participants in the healthcare value co-creation process. Consumer engagement behavior is the key premise for the realization of healthcare value co-creation, and it has received increasing attention both academically and practically. By unearthing the conceptual framework of consumer engagement behavior in the value co-creation process of healthcare services, this study provides a systematic understanding and serves as a useful resource for future research and practice.

Co-creation of services (CCOS) is a collaborative strategy that emphasises customer involvement and their expertise to increase the value of the service experience. In the service ecosystem, artificial intelligence (AI) plays a key role in value co-creation. Therefore, this study is undertaken to empirically uncover how AI can empower CCOS.

The source data were collected from 305 service provider respondents and quantitative methodology was applied for data analysis.

New service development augmented with AI provides tangible value to service providers while also providing intangible value to supportive customers. With AI, service providers adapt to new innovations and enrich additional information, which eventually outperforms human-created services.

AI adoption for CCOS empowerment in service businesses brings “service-market fit”, which represents the significant benefits wherein customers contribute to creativity, intuition, and contextual awareness of services, and AI contributes to large-scale service-related analysis by handling volumes of data, service personalisation, and more time to focus on challenging problems of the market.

This study presents theoretical concepts on AI-empowered CCOS, AI technological innovativeness, customer participation in human-AI interaction, AI-powered customer expertise, and perceived benefits in CCOS, and subsequently discusses the CCOS empowerment framework. Then, it proposes a novel conceptual model based on the theoretical concepts and empirically measures and validates the intention to adopt AI for CCOS empowerment. Overall, the study contributes to novel insight on empowering service co-creation with AI.

The idea of value co-creation involves the benefit actors gain from integrating resources through activities and interactions within a service network, with the environment enabling high-quality collaboration. This paradigm highlights customers’ ability to co-create value with service providers and other customers. This idea is gaining traction in health care. These days, patients are no longer passive recipients of health-care services; rather they have started taking proactive roles in their self-health management. This study aims to understand the phenomenon of value co-creation among patients within online health communities (OHCs).

A systematic literature review of papers published from 2003 to 2024 in Web of Science-indexed journals was conducted. The review highlights theories, contexts, characteristics and methodologies in this area, synthesizing insights from previous research and presenting a future research agenda for underexplored and unexplored contexts using emerging theoretical perspectives and analytical methodologies.

The review illuminates theoretical and empirical studies on value co-creation among patients in OHCs. Previous research shows that value co-creation among patients leads to cognitive, affective and physical benefits such as reduced anxiety and stress, increased assurance and self-confidence, improved quality of life, enhanced patient empowerment, acceptance of disease and treatment effectiveness and a sense of self-worth and well-being.

This review synthesizes insights from previous works and outlines a research agenda for future studies in underexplored and unexplored contexts using new theoretical perspectives and methodologies. Considering the role social media plays in an individual’s life, this work will help in deep diving into the role of such online communities in the health-care sector.

Online health communities (OHCs) have emerged on the Internet, substantially changing the conventional healthcare delivery model. Despite this emergence, the lack of patient participation and contribution always limits the success and sustainability of OHCs. Previous studies have disclosed that patients’ value co-creation behavior (VCB) helps organizations sustain OHCs. However, how the recent surge in artificial intelligence (AI) tools, such as social support chatbots (SSCs), drives patients’ VCB is still unknown. Therefore, this study examines the complex mechanism behind patients’ VCB to establish sustainable OHCs.

Using value co-creation and social support theories, the author develops a moderated mediation model and analyzes survey data from 338 respondents using partial least squares structural equation modeling (PLS-SEM) and artificial neural network (ANN) methods.

Results demonstrate that perceived social support (PSS) from SSCs positively affects VCB directly and indirectly via patient learning (PL). This indirect effect is stronger when patient ability/readiness (PAR) is high. ANN findings highlight the model’s robustness and the significant role of PAR in VCB.

This study’s integrated framework offers unique insights into key drivers of patients’ VCB in OHCs. The findings indicate that PSS from SSCs enhances PL and VCB, with PAR influencing the strength of these relationships. Understanding these dynamics can inform user-centric interventions to promote effective learning and collaboration in OHCs.

Drawing upon the service-dominant logic (S-D logic) and elaboration likelihood model (ELM), this paper provides an integrative model to investigate how argument quality and source credibility of CSR communication affects customer value co-creation behavior, resulting in increased brand trust. Additionally, it unveils how brand trust and the perception of COVID-19 risk influence both brand love and subjective well-being.

The data of this study were collected through survey questionnaire from 304 coffee shop customers using convenience sampling and tested using the partial least squares structural equation modeling (PLS-SEM) technique to validate its model.

The research findings confirm the positive association between source credibility and customer value co-creation (i.e. customer participation and citizenship behavior). By contrast, argument quality is revealed to have a significantly positive effect on customer citizenship behavior (CCB) but a non-significant effect on customer participation behavior (CPB). Additionally, the study identifies that customer value co-creation behavior significantly promotes brand trust. Finally, findings indicate that brand trust and the perception of COVID-19 risk significantly influence brand love and subjective well-being.

This study contributes to the literature on CSR communication and S-D logic and provides new insights for marketers and advertisers to manage brands in the post-pandemic scenario through CSR communications. Furthermore, this study theoretically extends the ELM model to the CSR communication research. Finally, this study expands the relevant literature by clarifying the relationships between the perception of COVID-19 risk, brand love and subjective well-being.

This study aims to investigate value co-creation, its antecedents (i.e. customer delight and place identity) and the consequences (i.e. satisfaction and revisit intention) at eco-hotels concerning sustainable practices.

Partial least squares structural equation modeling (PLS-SEM) was employed to analyze the data collected from 562 guests surveyed online who had stayed and contributed to sustainable practices through interaction and collaboration with eco-hotels.

The results revealed that customer delight and place identity are critical antecedents of value co-creation, significantly influencing guests' intention to revisit. Further, value co-creation significantly influences satisfaction and revisits intention. Satisfaction significantly influenced revisit intentions. Moreover, customer delight was the most critical factor affecting value co-creation, followed by the path between value co-creation and satisfaction. Finally, the results confirmed the mediating role of value co-creation and satisfaction.

This research can support hotel managers in comprehending the motivating factors and outcomes of value co-creation among guests, allowing efficient hotel strategies to be planned and implemented. Managers should prioritize customer delight and place identity to maintain guests' involvement in value co-creation, resulting in satisfaction and a willingness to return.

This study contributes to the literature by tackling the scarcity of research on the significance of value co-creation, its drivers and outcomes at eco-hotels concerning sustainable practices within an emerging market context.

This paper aims to investigate place marketing and branding at the micro-place scale through the case study of St Christopher’s Place in London (UK). This study illustrates the distinctive differences of micro-place marketing, in comparison to city and country levels.

An exploratory case study was conducted through a sequential mixed methods approach involving direct observation, semi-structured interviews, questionnaires and social media analysis. Analysis of data was performed by using thematic analysis and triangulation of quantitative measures collected through the questionnaire and social media analysis.

Analysis of data illustrated noticeable differences of place management at the micro-place level compared to city or country scale of place marketing and branding. The function of emotional marketing leading to value co-creation is more effective at this level, establishing close and personal ties between occupiers and customers. Yet, measurement of micro-place marketing and branding value creation is difficult to achieve.

This study draws attention to the unique value and benefits of place branding at smaller spatial scales. Findings contribute to the place micro-brand concept by adding knowledge of micro-places through place management activities comparing them with city and country scales, and emotional marketing value co-creation practices, including challenges relating to measurement.