Abdelaziz, Kesmat Mohamed Elsayed
(2022)
Customers Co-Creation Intention: The Mediating Role Of Customer Brand Engagement On Social Media In Fashion Retail.
PhD thesis, Perpustakaan Hamzah Sendut.
Abstract
Social media has become an important channel for marketing activities shaping
customer brand engagement (CBE) and interactions. Empowered by the rise of social
media, customers are no longer a ‘passive audience’ but ‘active co-producers’ who
engage in behaviours that strengthen their relationship with the product or brand, such
as value co-creation for innovation, particularly in the fashion retail context. Customer
value co-creation is critical for marketing success and innovation, especially for
fashion Micro and SMEs (MSMEs) facing rigid competition with larger firms.
However, many firm-initiated co-creation activities face difficulties in attracting and
engaging promising customers. Therefore, research is needed to investigate the factors
influencing CBE for value co-creation intention since previous research in this area is
limited. Additionally, social media allowed the emergence of influencer marketing and
endorsements which significantly shape customers’ behaviors and intentions including
value co-creation intention. Based on the social cognitive theory, this thesis aims to
develop a research model to understand the factors influencing customers’ value cocreation
intention behavior from the perspective of customer brand engagement.
Moreover, social effect theory was integrated to investigate the effect of influencer
marketing on customers’ value co-creation intention.
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