“…02, July, 2023ISSN : 1907 Moreover, research conducted in the field of tourism also revealed the same thing that the joint value formation by consumers towards a tourist destination has a positive influence on consumers to have a desire in visiting a destination (Xu, Tan, Lu, Li, & Qin, 2021). Electronic word of mouth (e-WOM) research demonstrates that customer behavior on social networking sites and shared value creation will assist marketers in creating new methods for disseminating information about their products on networking sites (Hasan & Lim, 2021). Thus, the perceived value co-creation in social media marketing is also able to encourage consumer intentions to invest.…”