Enhancing customer value co-creation through online brand interactivity: A comparative analysis of search-hedonic and experience-hedonic products
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 on...
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LLC "CPC "Business Perspectives"
2025-02-01
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| Series: | Innovative Marketing |
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| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21569/IM_2025_01_Secioria.pdf |
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| author | Rae Secioria Adi Zakaria Afiff Sri Rahayu Hijrah Hati Muhammad Gunawan Alif |
| author_facet | Rae Secioria Adi Zakaria Afiff Sri Rahayu Hijrah Hati Muhammad Gunawan Alif |
| author_sort | Rae Secioria |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-45a50b9bc20a4f7bbe9ba0413cd1341f |
| institution | Kabale University |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2025-02-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-45a50b9bc20a4f7bbe9ba0413cd1341f2025-02-05T10:09:30ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262025-02-0121110511810.21511/im.21(1).2025.0921569Enhancing customer value co-creation through online brand interactivity: A comparative analysis of search-hedonic and experience-hedonic productsRae Secioria0https://orcid.org/0000-0001-6875-3808Adi Zakaria Afiff1https://orcid.org/0000-0002-9750-0567Sri Rahayu Hijrah Hati2https://orcid.org/0000-0003-2506-6981Muhammad Gunawan Alif3https://orcid.org/0000-0003-0472-3364Doctoral Degree, Faculty of Economics and Business, Department of Management, University of Indonesia, IndonesiaProfessor, University of Indonesia, IndonesiaProfessor, University of Indonesia, IndonesiaPh.D., University of Indonesia, IndonesiaThis 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.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21569/IM_2025_01_Secioria.pdfbrand community experiencedigital platformshedonic productsindividual brand experiencevalue co-creation |
| spellingShingle | Rae Secioria Adi Zakaria Afiff Sri Rahayu Hijrah Hati Muhammad Gunawan Alif Enhancing customer value co-creation through online brand interactivity: A comparative analysis of search-hedonic and experience-hedonic products Innovative Marketing brand community experience digital platforms hedonic products individual brand experience value co-creation |
| title | Enhancing customer value co-creation through online brand interactivity: A comparative analysis of search-hedonic and experience-hedonic products |
| title_full | Enhancing customer value co-creation through online brand interactivity: A comparative analysis of search-hedonic and experience-hedonic products |
| title_fullStr | Enhancing customer value co-creation through online brand interactivity: A comparative analysis of search-hedonic and experience-hedonic products |
| title_full_unstemmed | Enhancing customer value co-creation through online brand interactivity: A comparative analysis of search-hedonic and experience-hedonic products |
| title_short | Enhancing customer value co-creation through online brand interactivity: A comparative analysis of search-hedonic and experience-hedonic products |
| title_sort | enhancing customer value co creation through online brand interactivity a comparative analysis of search hedonic and experience hedonic products |
| topic | brand community experience digital platforms hedonic products individual brand experience value co-creation |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21569/IM_2025_01_Secioria.pdf |
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