The Effect of Social Media Marketing Activities on Brand Outcome: A Mediating Role of Value Co-Creation

Abstract

Social media marketing activities have played a central role in boosting a product by improving its brand image, purchase intention and brand loyalty of customers. This study has empirically evaluated the effectiveness of such activities with a specific focus on the mediating roles of value co-creation. The study is based on quantitative data analysis. The data was collected by survey method from 467 respondents, predominantly comprising Gen Z, restaurant customers and business professionals. Partial Least Squares Structural Equation Modeling technique was applied using PLS4 as a software for data analysis. The study found a significant and positive impact of social media marketing activities on brand outcome. The results depicts that the marketing activities have a direct positive effect on value co-creation. These key marketing outcomes are highly significant and positive. The role of mediator of value co-creation found to be positive and have significant effect, which shows that value co-creation mediates the relationship between social media marketing activities and brand outcome. The study highlights the effectiveness of social media marketing activities to enhance brand image, purchase intention and brand loyalty with effective mediation role of value co-creation.