Customer brand co-creation on social media: a systematic review

Le, Quynh Hoa; Tan, Luc Phan; Hoang, Thu Hang

doi:10.1108/mip-04-2022-0161

Cited by 13 publications

(8 citation statements)

References 60 publications

(188 reference statements)

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“…First, although the literature on brand co-creation is substantial (Le et al. , 2022), the role of students in co-creating value for the HE brand is still limited.…”

Section: Discussionmentioning

confidence: 99%

Promoting university brand through student co-creation behaviors: the role of online brand posts

Vo,

Le,

Duong

2024

JTS

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PurposeThis study investigates the role of social media brand posts on customer response and whether said impacts foster engagement in brand co-creation behaviors, especially in the higher education sector. The study further explores the moderating role of a university's reputation in strengthening the effects on student response and co-creation behaviors.Design/methodology/approachThe authors conducted this research by using the dual processes of the heuristic–systematic model to understand the effects of brand post‐characteristics on student’s responses and behaviors. A dataset obtained from a survey of 755 students was employed to estimate the proposed research model.FindingsThe results illustrated two key characteristics of brand posts, namely argument quality (systematic processing) and quantity of posts (heuristic processing), positively affect cognitive and affective responses, thus encouraging students to co-create value for a university brand. Moreover, our study also found that university reputation plays a significant moderating role in strengthening the relationship between recipients’ responses and co-creation behavior.Originality/valueOnline brand posts not only enable institutions to exchange brand information but also allow students to contribute their own resources to co-create brand value. Thus, the study findings can help brand managers successfully implement co-branding efforts and foster students in the co-creation process.

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“…First, although the literature on brand co-creation is substantial (Le et al. , 2022), the role of students in co-creating value for the HE brand is still limited.…”

Section: Discussionmentioning

confidence: 99%

Promoting university brand through student co-creation behaviors: the role of online brand posts

Vo,

Le,

Duong

2024

JTS

Self Cite

View full text Add to dashboard Cite

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“…Particular attention could be paid to behavioural variables (theoretical constructs) that express the relationship of the consumer to the organizing company or brand. For example, brand image, brand trust or brand loyalty (Le et al, 2022) could be further explanatory variables for PIC participation. Furthermore, the question arises as to what role the personality trait 'creativity' plays in the participation decision for different types of PICs (Möslein, 2013).…”

Section: Discussionmentioning

confidence: 99%

Customers’ Motives to Engage in Social Media-based Product Idea Contests – Empirical Evidence from Germany

Geise

2023

Journal of Creating Value

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An empirical motive study based on the design science approach is presented. The aim of the study is to develop specific problem-solving knowledge in the form of artefacts that can be directly applied in marketing practice. The problem-solving knowledge relates to consumers’ motives for participating in product idea contests (PICs) in the fast-moving consumer goods sector. The research phases underlying the motive study are guided by a five-phase design science research process. As a result of this research process, two artefacts are developed: a multi-item motive scale and a factor analytic motive model. The motive model includes six participation motives – three intrinsic (enjoyment with creative tasks, altruism and search for new/better product solutions) and three extrinsic motives (material–financial reward, identification with the user community and positive feedback from participants/company). Finally, the motive model enables the derivation of recommendations for action for the PIC management.

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“…Specifically, relevant articles addressing AI‐based CE that were published in English, peer‐reviewed Scopus‐indexed journals with an impact factor of ≥3 were considered eligible for inclusion in our review (Giang Barrera & Shah, 2023; Rehman et al, 2020). We did not restrict our search to any particular start date, and instead considered any eligible articles published up until October 8, 2023 (Le et al, 2022).…”

Section: Methodsmentioning

confidence: 99%

Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research

Hollebeek,

Menidjel,

Sarstedt

et al. 2024

Psychology and Marketing

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While consumer engagement (CE) in the context of artificially intelligent (AI‐based) technologies (e.g., chatbots, smart products, voice assistants, or autonomous cars) is gaining traction, the themes characterizing this emerging, interdisciplinary corpus of work remain indeterminate, exposing an important literature‐based gap. Addressing this gap, we conduct a systematic review of 89 studies using the Preferred Reporting Items for Systematic reviews and Meta‐Analyses (PRISMA) approach to synthesize the AI‐based CE literature. Our review yields three major themes of AI‐based CE, including (i) Increasingly accurate service provision through AI‐based CE; (ii) Capacity of AI‐based CE to (co)create consumer‐perceived value, and (iii) AI‐based CE's reduced consumer effort in their task execution. We also develop a conceptual model that proposes the AI‐based CE antecedents of personal, technological, interactional, social, and situational factors, and the AI‐based CE consequences of consumer‐based, firm‐based, and human‐AI collaboration outcomes. We conclude by offering pertinent implications for theory development (e.g., by offering future research questions derived from the proposed themes of AI‐based CE) and practice (e.g., by reducing consumer‐perceived costs of their brand/firm interactions).

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Customer brand co-creation on social media: a systematic review

Cited by 13 publications

References 60 publications

Promoting university brand through student co-creation behaviors: the role of online brand posts

Promoting university brand through student co-creation behaviors: the role of online brand posts

Customers’ Motives to Engage in Social Media-based Product Idea Contests – Empirical Evidence from Germany

Engaging consumers through artificially intelligent technologies: Systematic review, conceptual model, and further research

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