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Abstract

Purpose: Unprecedented communication features of social media noticeably reinforce the active role of consumers in the value co-creation (VCC) of offline and online brands including social media. From the consumer perspective, this study examines a contribution of VCC behavior to consumer-based brand equity (CBBE) and consequent intention to use social media based on Instagram as the most popular platform in Kazakhstan. Methodology: A web-based survey provided data from 550 Instagram users in Almaty city. Empirical analysis includes testing statistical assumptions using SPSS 23, conducting confirmatory factor analysis (CFA), and structural equation modeling (SEM) using Warp PLS 7.0. Findings: With the result of this study investigation, the paper develops the model that explains the effect of VCC on continuous usage intention to use social media through CBBE comprising brand associations, brand loyalty and brand perceived quality. Originality: Even though the importance of social media in the brand VCC process is widely recognized, a brand equity view of social media brands with users’ participation is under-investigated. However, brand equity’s importance for firm sustainability in terms of long-term business strategy is indisputable. This research enhances brand equity theory and VCC concept with the empirical data within the modern social media context. Practical implications: Owners and managers of social media brands can use the conceptual model to grow, maintain and assess their brands’ equities through their marketing efforts on the consumer motivation for brand VCC activities driving continuous usage of the brands.

۱٫ Introduction

Social media proven to be one of the most active online platforms worldwide with more than 3.6 billion users in 2020 anticipated to hit about 4.4 billion people in five years [1]. One of the outstanding features of social media is the unprecedented facilitation of peerto-peer communications and seller–buyer relationships, which is a part of a marketing strategy to meet the long-term brand objectives, including a vital target of higher consumer purchase intention [2]. Another significant utility of social media is the unique way to promote sustainable customer behavior through a sustainable business strategy [3,4].

From the brand perspective, social media noticeably increase consumers’ voice and power to influence the creation, promotion, and consumption of current brands activating customer participation in brands’ value creation. Sales-Vivo et al. [5] demonstrate this role in the example of business-to-business activities, where value co-creation (VCC) is an essential antecedent of a manufacturer’s economic satisfaction. Social media have become the integrative resource contributor to VCC on par with customers and firms reviving VCC theory born in the offline business era [6]. This study explores the impact of consumers’ co-creation behavior on brand value building of social media as the modern digital media, which are widely used for achieving various business aims including sustainability as a growing prominent global trend.