Enhancing customer value co-creation through online brand interactivity: A comparative analysis of search-hedonic and experience-hedonic products
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Author(s)Rae SecioriaLink to ORCID Index: https://orcid.org/0000-0001-6875-3808
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Adi Zakaria AfiffLink to ORCID Index: https://orcid.org/0000-0002-9750-0567
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Sri Rahayu Hijrah HatiLink to ORCID Index: https://orcid.org/0000-0003-2506-6981
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Muhammad Gunawan AlifLink to ORCID Index: https://orcid.org/0000-0003-0472-3364
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DOIhttp://dx.doi.org/10.21511/im.21(1).2025.09
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Article InfoVolume 21 2025, Issue #1, pp. 105-118
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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
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JEL Classification (Paper profile tab)M31, O31, O32
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References41
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Tables5
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Figures2
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- Figure 1. Research framework
- Figure 2. Path coefficient, p-value, and coefficient determination
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- 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
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Sustaining small and medium-sized enterprises through financial awareness, access to digital finance in South Africa
Thabiso Sthembiso Msomi 
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Ka Muzombo Kandolo
doi: http://dx.doi.org/10.21511/imfi.20(1).2023.27
Investment Management and Financial Innovations Volume 20, 2023 Issue #1 pp. 317-327 Views: 803 Downloads: 253 TO CITE АНОТАЦІЯSmall and medium-sized enterprises (SMEs) have several critical challenges that threaten their capacity to survive and thrive. However, access and awareness to digital platform is fundamental to moderate the financial costs and develop financial productivity and sustain SMEs financially. Considering this, the purpose of this study is to get empirical information on the level of management awareness and usage of digital platforms in SMEs in South Africa. The methodological framework included a quantitative research strategy and positivist paradigm. Purposive sampling was utilized to collect data from 321 out of 700 SMEs owners, and the Cochran formula was used to explain the sample size. There were 321 surveys sent out, and 304 were filled out and returned (95% response rate). Descriptive analysis, Pearson’s correlation, and regression analyses from the Statistical Package for Social Sciences were used. The results of Pearson’s correlation coefficient establish a statistically significant relationship between access to digital finances and SME Sustainability (r = 0.334), as well as a statistically significant relationship between financial awareness and SME Sustainability (r = 0.549). The findings alert SMEs managers of the need to improve their digital platforms awareness in order to meet current financial demands and make better informed financial choices to improve company success. The results explain the advantages of trading using many digital platforms available in the country to improve the performance of their enterprises.
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Impact of online community interaction on value co-creation: Evidence from China
Xuemei Luo , Zhongwu Li
doi: http://dx.doi.org/10.21511/ppm.20(1).2022.26
Problems and Perspectives in Management Volume 20, 2022 Issue #1 pp. 310-321 Views: 711 Downloads: 256 TO CITE АНОТАЦІЯThis paper explores the effect of online community interaction on value co-creation. The goal is to investigate internal factors influencing value co-creation through the SEM model and offer company managers effective management advice. This study investigates 485 customers in Xiaomi and Huawei online communities in China. An online questionnaire survey and convenient sampling are used, and a quantitative research method is adopted. The results of empirical analysis show that online community interaction, including human interaction (β = 0.141, p < 0.05) and human-computer interaction (β = 0.126, p < 0.05) positively affect value co-creation. Meanwhile, both human interaction (β = 0.300, p < 0.001) and human-computer interaction (β = 0.371, p < 0.001) significantly affect flow experience. Then flow experience (β = 0.689, p < 0.001) positively affects community identity and community identity (β = 0.488, p < 0.001) positively affects value co-creation. Yet, both human interaction (β = 0.051, p = 0.301) and human-computer interaction (β = 0.010, p = 0.858) do not significantly affect community identity. Flow experience (β = 0.032, p = 0.676) does not positively affect value co-creation. The results also show that neither flow experience alone nor community identity alone can play an intermediary role between online community interaction and value co-creation. Flow experience and community identity play a partial chain-intermediary effect between online community interaction and value co-creation.
Finally, online community interaction, on the one hand, directly affects value co-creation, on the other hand, it indirectly affects value co-creation via chain-mediating factors comprised of flow experience and community identity. This study provides a theoretical foundation for companies to use psychological factors to promote customers taking part in value co-creation to enhance enterprise competitiveness.
Acknowledgment
The study is supported by the project: School of Business Administration Discipline Construction Funding Research Project, Guangxi University of Finance and Economics, China (No.12, 2016). -
Effect of governance practices on value co-creation and organizational performance: Evidence from village-owned enterprises in Riau, Indonesia
Ria Nelly Sari ,
Dewi Junita ,
Rita Anugerah ,
Satria Tri Nanda ,
Raisya Zenita
doi: http://dx.doi.org/10.21511/ppm.20(4).2022.40
Problems and Perspectives in Management Volume 20, 2022 Issue #4 pp. 532-543 Views: 511 Downloads: 220 TO CITE АНОТАЦІЯA broader community is currently paying a significant deal of attention to the existence of social enterprises. This is due to the belief that social enterprises can bring answers to community issues. Village-Owned Enterprises (VOEs), as one of the social enterprises that are expected to continue providing sustainable welfare for villages, must always strive for excellent organizational performance to fulfill their objectives. This study is based on the notion of participatory governance; it seeks to evaluate the effect of governance practices on value co-creation, as well as the effect these practices have on organizational performance. This paper collects data utilizing a structured questionnaire and a quantitative research approach. A cluster sampling methodology is used. The respondents are directors of VOEs in Riau Province, Indonesia. One hundred twenty-five data were analyzed using partial least squares (PLS) of the second order. The results reveal that good governance practices will boost value co-creation, enhancing organizational performance. The findings suggest that VOEs should pay particular attention to their process of managing, monitoring, and accountability to achieve value co-creation and fulfill their mission. The uniqueness of this study lies in its investigation of the governance practices of VOEs and the crucial role of value co-creation in enhancing their organizational performance.
Acknowledgment
We express our gratitude and appreciation to The Directorate of Resources, The Directorate General of Higher Education, The Ministry of Education, Culture, Research and Technology (Ref. 1615/UN.19.5.1.3/PT.01.03/2022) for financial support for this study. We also express the same appreciation to LPPM Universitas Riau for facilitating this research project.
