The Influence of Customer Co-creation Experience Value on Brand Equity in the context of Social Media
In recent years, with the widespread application of mobile internet and the rapid development of social media, the interaction between customers and enterprises has become another important way of brand operation. The concept of brand equity based on customer-brand relationship has been boldly put forward and concerned by scholars and industry. Although there are many empirical studies on its pre-influencing factors in the field of brand equity research, the relevant research based on social media situation combined with customer co-creation experience is rare. This study takes Club of huawei, an online community of fan communication set up by Huawei, as the research object. Through empirical testing, this study explores the impact of customer co-creation experience value (spiritual value, enabling value, practical value, hedonistic value) on brand equity based on social media environment. Through the empirical analysis of 245 sample data, it is found that the spiritual value, enabling value and hedonistic value of customer co-creation experience value have a significant positive impact on brand equity based on customer-brand relationship. However, the practical value obtained by customers in the process of interaction in the social media environment has no significant impact on brand equity based on customer-brand relationship. The research provides practical inspiration for brand community builders on social media how to improve brand equity by catering to the needs of customers to create experience value.
Jiang, Yunjun; Zhang, Hong; Lian, Guiming; and Wang, Siqian, "The Influence of Customer Co-creation Experience Value on Brand Equity in the context of Social Media" (2021). WHICEB 2021 Proceedings. 55.