The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory
Previous studies have not paid much attention to the effect of social media marketing activities on value co-creation behavior. Especially, up to now, no one has studied the effects of social media marketing activities dimensions on value co-creation behavior. This study applies the commitment-trust...
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LLC "CPC "Business Perspectives"
2024-07-01
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| Series: | Innovative Marketing |
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| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/20428/IM_2024_03_Huyen.pdf |
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| author | Nguyen Thi Huyen Nguyen Minh Ngoc Cao Anh Thao |
| author_facet | Nguyen Thi Huyen Nguyen Minh Ngoc Cao Anh Thao |
| author_sort | Nguyen Thi Huyen |
| collection | DOAJ |
| description | Previous studies have not paid much attention to the effect of social media marketing activities on value co-creation behavior. Especially, up to now, no one has studied the effects of social media marketing activities dimensions on value co-creation behavior. This study applies the commitment-trust theory to develop and estimate this relationship through brand trust and brand commitment on social media in Vietnam. The snowball sampling technique was applied to gather 504 social media users through social media platforms in Vietnam. The proposed research model was tested through PLS-SEM using SmartPLS 4. The results highlighted that most social media marketing activities dimensions (including trendiness, electronic word of mouth, interaction, and customization) affect brand trust (pc are 0.42, 0.152, 0.112, 0.097, respectively, and p-values are all less than 0.05). Simultaneously, brand trust was found to have a positive effect on brand commitment (pc =0.405, p = 0.000). Furthermore, calculation results revealed that brand commitment contributed significantly and strongly to their co-value behavior towards brands (pc = 0.531, p = 0.000). On the contrary, the data do not support a direct impact of entertainment on brand trust (pc = 0.001, p = 0.990) and brand trust on co-value behavior (pc = 0.025, p = 0.466) at a significance level of less than 5%. Ultimately, the findings also suggest a guide to social media marketers to drive customer value co-creation behavior for brands.
AcknowledgmentThis research is funded by the Vietnam National Foundation for Science and Technology Development (NAFOSTED) under grant number 502.02-2020.342. |
| format | Article |
| id | doaj-art-d2a44da43ef8477080a39b9033802344 |
| institution | Kabale University |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2024-07-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-d2a44da43ef8477080a39b90338023442025-08-20T03:25:59ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262024-07-01203566910.21511/im.20(3).2024.0520428The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theoryNguyen Thi Huyen0https://orcid.org/0000-0003-2705-5784Nguyen Minh Ngoc1https://orcid.org/0000-0003-2114-011XCao Anh Thao2https://orcid.org/0009-0001-4322-0930Dr., Faculty of Economics, Pham Van Dong University, VietnamAssociate Professor, School of Trade and International Economics (STIE), National Economics University (NEU), VietnamMBA, Faculty of Economics, Pham Van Dong University, VietnamPrevious studies have not paid much attention to the effect of social media marketing activities on value co-creation behavior. Especially, up to now, no one has studied the effects of social media marketing activities dimensions on value co-creation behavior. This study applies the commitment-trust theory to develop and estimate this relationship through brand trust and brand commitment on social media in Vietnam. The snowball sampling technique was applied to gather 504 social media users through social media platforms in Vietnam. The proposed research model was tested through PLS-SEM using SmartPLS 4. The results highlighted that most social media marketing activities dimensions (including trendiness, electronic word of mouth, interaction, and customization) affect brand trust (pc are 0.42, 0.152, 0.112, 0.097, respectively, and p-values are all less than 0.05). Simultaneously, brand trust was found to have a positive effect on brand commitment (pc =0.405, p = 0.000). Furthermore, calculation results revealed that brand commitment contributed significantly and strongly to their co-value behavior towards brands (pc = 0.531, p = 0.000). On the contrary, the data do not support a direct impact of entertainment on brand trust (pc = 0.001, p = 0.990) and brand trust on co-value behavior (pc = 0.025, p = 0.466) at a significance level of less than 5%. Ultimately, the findings also suggest a guide to social media marketers to drive customer value co-creation behavior for brands. AcknowledgmentThis research is funded by the Vietnam National Foundation for Science and Technology Development (NAFOSTED) under grant number 502.02-2020.342.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/20428/IM_2024_03_Huyen.pdfbrand commitmentbrand trustcustomizationelectronic word of mouthentertainmentinteraction |
| spellingShingle | Nguyen Thi Huyen Nguyen Minh Ngoc Cao Anh Thao The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory Innovative Marketing brand commitment brand trust customization electronic word of mouth entertainment interaction |
| title | The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory |
| title_full | The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory |
| title_fullStr | The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory |
| title_full_unstemmed | The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory |
| title_short | The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory |
| title_sort | effect of social media marketing activities dimensions on value co creation behavior an application of the commitment trust theory |
| topic | brand commitment brand trust customization electronic word of mouth entertainment interaction |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/20428/IM_2024_03_Huyen.pdf |
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