Enhancing customer value co-creation through online brand interactivity: A comparative analysis of search-hedonic and experience-hedonic products
-
DOIhttp://dx.doi.org/10.21511/im.21(1).2025.09
-
Article InfoVolume 21 2025, Issue #1, pp. 105-118
- 9 Views
-
1 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
This study investigates how online brand interactivity fosters customer value co-creation, a collaborative process in which consumers actively contribute to co-creating value, by enhancing brand experiences at both individual and community levels. Specifically, the study compares the influence of online brand interactivity on customer value co-creation for two types of hedonic products: search-hedonic (Polygon) and experience-hedonic (Vespa) products in Indonesia. Employing a quantitative methodology, data were gathered from 836 active social media participants engaged in these brand communities through a structured online survey. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to examine the relationships between online brand interactivity, individual and community brand experiences, and customer value co-creation.
The findings reveal that online brand interactivity significantly enhances both individual and community brand experiences (β = 0.523 and β = 0.599, respectively), which, in turn, drive customer value co-creation (β = 0.147 and β = 0.446). Furthermore, the results indicate that the impact of online brand interactivity is stronger for search-hedonic products compared to experience-hedonic products. This suggests that product type moderates the effect of interactivity on brand experiences and, consequently, on customer value co-creation. These insights underscore the importance of customizing brand interactivity strategies according to product characteristics to optimize customer value co-creation, particularly within the hedonic product market.
- Keywords
-
JEL Classification (Paper profile tab)M31, O31, O32
-
References41
-
Tables5
-
Figures2
-
- Figure 1. Research framework
- Figure 2. Path coefficient, p-value, and coefficient determination
-
- Table 1. Indicators loading and construct reliability
- Table 2. Indicator of multicollinearity
- Table 3. Hypotheses test
- Table 4. Multigroup analysis of product characteristics
- Table А1. Convergent validity
-
- Alba, J. W., & Williams, E. F. (2013). Pleasure principles: A review of research on hedonic consumption. Journal of Consumer Psychology, 23(1), 2-18.
- Baghi, I., & Antonetti, P. (2017). High-fit charitable initiatives increase hedonic consumption through guilt reduction. European Journal of Marketing, 51(11-12), 2030-2053.
- Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.
- Brogi, S. (2014). Online Brand Communities: A Literature Review. Procedia – Social and Behavioral Sciences, 109, 385-389.
- Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35(9), 770-790.
- Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.
- Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695-720.
- Diallo, M. F., Moulins, J. L., & Roux, E. (2021). Unpacking brand loyalty in retailing: a three-dimensional approach to customer–brand relationships. International Journal of Retail and Distribution Management, 49(2), 204-222.
- Dimitriu, R., & Guesalaga, R. (2017). Consumers’ Social Media Brand Behaviors: Uncovering Underlying Motivators and Deriving Meaningful Consumer Segments. Psychology and Marketing, 34(5), 580-592.
- Ding, C. G., & Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7-8), 994-1015.
- Gensler, S., Volckner, F., Thompkins, L., & Wiertz, C. (2013). Managing Brands in the Social Media Environment. Journal of Interactive Marketing, 27(4), 242-256.
- Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3).
- Hair, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). ССPLS-SEM or CB-SEM: updated guidelines on which method to use “PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107.
- Holbrook, M. B., & Moore, W. L. (1981). Feature Interactions in Consumer Judgments of Verbal versus Pictorial Presentations. Journal of Consumer Research, 8(1), 103.
- Hongsuchon, T., Rahardja, U., Khan, A., Wu, T. H., Hung, C. W., Chang, R. H., Hsu, C. H., & Chen, S. C. (2023). Brand Experience on Brand Attachment: The Role of Interpersonal Interaction, Feedback, and Advocacy. Emerging Science Journal, 7(4), 1232-1246.
- Huber, F., Meyer, F., & Schmid, D. A. (2015). Brand love in progress – the interdependence of brand love antecedents in consideration of relationship duration. Journal of Product and Brand Management, 24(6), 567-579.
- Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5), 342-351.
- Hwang, J., & Kandampully, J. (2012). The role of emotional aspects in younger consumer-brand relationships. Journal of Product and Brand Management, 21(2), 98-108.
- Ind, N., Coates, N., & Lerman, K. (2020). The gift of co-creation: what motivates customers to participate. Journal of Brand Management, 27(2), 181-194.
- Kang, H. J., Shin, J. hye, & Ponto, K. (2020). How 3D Virtual Reality Stores Can Shape Consumer Purchase Decisions: The Roles of Informativeness and Playfulness. Journal of Interactive Marketing, 49, 70-85.
- Kennedy, E., & Guzmán, F. (2016). Co-creation of brand identities: consumer and industry influence and motivations. Journal of Consumer Marketing, 33(5), 313-323.
- Khelladi, I., Lejealle, C., Rezaee Vessal, S., Castellano, S., & Graziano, D. (2023). Why do people buy virtual clothes? Journal of Consumer Behaviour, 23(3), 1389-1405.
- Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171.
- Lin, T. M. Y., Lu, K. Y., & Wu, J. J. (2012). The effects of visual information in eWOM communication. Journal of Research in Interactive Marketing, 6(1), 7-26.
- McLean, G., & Wilson, A. (2019). Shopping in the digital world: Examining customer brand engagement through augmented reality mobile applications. Computer in Human Behaviour, 101, 210-224.
- Merrilees, B. (2016). Interactive brand experience pathways to customer-brand engagement and value co-creation. Journal of Product and Brand Management, 25(5), 402-408.
- Muniz, A. M., & O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.
- Nadeem, W., Tan, T. M., Tajvidi, M., & Hajli, N. (2021). How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection. Technological Forecasting and Social Change, 171.
- Pentina, I., Zolfagharian, M., & Michaud-Trevinal, A. (2022). Toward a comprehensive scale of online shopping experiences: a mixed-method approach. Internet Research, 32(3), 814-842.
- Peterson, R. A., Balasubramanian, S., & Bronnenberg, B. J. (1997). Exploring the Implications of the Internet for Consumer Marketing. Journal of the Academy of Marketing Science, 25(4), 329-346.
- Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A Critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
- Prahalad, C., & Ramaswamy, V. (2004). Co-creating unique value with customers. Strategy & Leadership, 32(3), 4-9.
- Qiao, L., Nan, W., & Song, M. (2019). Virtual Brand Community Experience, Identification, and Electronic Word-of-mouth. Journal of Computer Information Systems, 1-14.
- Rialti, R., Cristiano, C., Caliandro, A., & Zollo, L. (2018). Co-creation experiences in social media brand communities: Analyzing the main types of co-created experiences. Spanish Journal of Marketing - ESIC, 22(2), 122-141.
- Schivinski, B., Langaro, D., Fernandes, T., & Guzmán, F. (2020). Social media brand engagement in the context of collaborative consumption: the case of AIRBNB. Journal of Brand Management, 27(6), 645-661.
- Shamim, A., Ghazali, Z., & Albinsson, P. A. (2017). Construction and validation of customer value co-creation attitude scale. Journal of Consumer Marketing, 34(7), 591-602.
- Shamim, A., Ghazali, Z., & Albinsson, Pia. A. (2016). An Integrated model of corporate brand experience and customer value co-creation behaviour. International Journal of Retail & Distribution Management, 44(2), 139-158.
- Sinha, S. K., & Verma, P. (2018). Impact of sales promotion’s benefits on brand equity: An empirical investigation. Global Business Review, 19(6), 1663-1680.
- Wu, L. L., Wang, Y. T., Wei, C. H., & Yeh, M. Y. (2013). How interactivity works for utilitarian and hedonic consumers online. In Proceedings of the Annual Hawaii International Conference on System Sciences (pp. 2881-2890).
- Wu, S., & Kim, S. Y. (2023). The Co-creation of Luxury Brand Hedonic Experiences in Social Media: Luxury Brand Strategies from a Design Perspective. Archives of Design Research, 36(3), 27-47.
- Zollo, L., Filieri, R., Rialti, R., & Yoon, S. (2020). Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience. Journal of Business Research, 117, 256-267.