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This study aims to develop a process model to facilitate enterprises’ co-creating value with consumers through social media.

Drawing on the concepts of internet-based co-creation and collective action theory, this study outlines a five-stage model (Interact-Engage-Propose-Act-Realize, IEPAR) of utilizing social media to co-create with consumers, enriches the model through in-depth interviews with industry experts and briefly illustrates how it can be applied in practice using a service firm case.

This study clarifies the co-creation process in the social media environment. For each of the process’s five stages, the objectives to be accomplished by the social media operator and the means to complete the objectives are illustrated.

This study illustrated the proposed model with a representative service firm. Future study may refine the model by gathering additional data from real implementations to improve its effectiveness in practice.

This study suggests how an enterprise can construct a consumer co-creation platform from a managerial perspective. The proposed model can serve as a reference that enterprises can implement to increase customer value through co-creation using social media.

Enterprises have begun to notice the power of serving as a platform for co-creating value with consumers. However, it is seldom related to literature. The proposed model of the co-creation process in the social media environment can supplement past research.

This study examines whether consumer brand engagement (CBE) can mitigate the negative effects of economic animosity (EA) on purchase intention (PI) and strengthen the positive effect of country-of-origin (COO) on PI.

Using questionnaires distributed to 372 young Chinese adults, the study collected PI data for US products in the Chinese market. Partial least square structural equation modeling was adopted.

This study found a positive relationship between COO and CBE and a negative relationship between EA and CBE. CBE exhibits a partial mediating effect in the relationship between COO and PI and a full suppression effect on EA toward PI.

This research is limited to China; future research could extend this framework to the United States.

This study contributes to relationship marketing knowledge. Furthermore, it provides new tools for multinational corporations to deploy their marketing strategies and avoid negative consequences stemming from the EA effect in the Chinese market following the US–China trade war.

This study is the first to extend COO and EA research to CBE discipline.

This paper aims to examine the effect of a supervisory support climate on frontline employees’ service-oriented organizational citizenship behavior (OCB) using a multilevel conceptual model. A positive group affective tone – a meaningful construct – is introduced to investigate the mediating and moderating roles in this relationship in the context of hospitality.

Data were collected from 41 international tourist hotels in Taiwan. A total of 476 valid questionnaires from frontline employees were received for data analysis. The results were analyzed by using hierarchical linear modeling (HLM).

These results not only indicate that a supervisory support climate has a positive effect on service-oriented OCB but also reveal that a positive group affective tone partially mediates and notably interacts with the relationship between the supervisory support climate and service-oriented OCB.

Based on the results, this study recommends that hotels train their managers to build a supervisory support climate, because this is the key source of service-oriented OCB in frontline employees. In addition, hotel managers need to exert a positive group affective tone to reinforce the effect of a supervisory support climate on service-oriented OCB.

This study contributes to the current hospitality literature by verifying the effect of a supervisory support climate on service-oriented OCB from a multilevel perspective. It also extends the understanding of the mechanism and interaction effect of the positive group affective tone in this multilevel relationship.