“…From a behavioral perspective, consumers' involvement in brand-related social media activities is largely accepted as an expression of engagement (Vivek et al, 2012;Yousaf et al, 2020). In these contexts, consumers engage as co-creators of brand messages (Jahn and Kunz, 2012;Iglesias et al, 2019;Guzel et al, 2020;Merrilees, et al 2021), as part of the digital ecosystem (Morgan-Thomas et al, 2020), as contributors in offering their viewpoint, and as followers (Dessart et al, 2015).…”