Zhang, T.; Chen, P.-J. ENDING BOWLING ALONE: CO-CREATING VALUES AND BUILDING SOCIAL CAPITAL VIA CUSTOMER ENGAGEMENT IN SOCIAL MEDIA. Global Fashion Management Conference 2018, 2018, 116–116, doi:10.15444/gmc2018.02.01.01.
Zhang, T.; Chen, P.-J. ENDING BOWLING ALONE: CO-CREATING VALUES AND BUILDING SOCIAL CAPITAL VIA CUSTOMER ENGAGEMENT IN SOCIAL MEDIA. Global Fashion Management Conference 2018, 2018, 116–116, doi:10.15444/gmc2018.02.01.01.
Zhang, T.; Chen, P.-J. ENDING BOWLING ALONE: CO-CREATING VALUES AND BUILDING SOCIAL CAPITAL VIA CUSTOMER ENGAGEMENT IN SOCIAL MEDIA. Global Fashion Management Conference 2018, 2018, 116–116, doi:10.15444/gmc2018.02.01.01.
Zhang, T.; Chen, P.-J. ENDING BOWLING ALONE: CO-CREATING VALUES AND BUILDING SOCIAL CAPITAL VIA CUSTOMER ENGAGEMENT IN SOCIAL MEDIA. Global Fashion Management Conference 2018, 2018, 116–116, doi:10.15444/gmc2018.02.01.01.
Abstract
This research explores the behaviors of Generation Z consumers in China, particularly focusing on their interaction with companies through social media for the joint creation of value. Adopting a qualitative methodology, the research initially constructs a scale for assessing co-creation of value on social media platforms. Subsequently, it delves into the motivational aspects of users' engagement in these co-creative activities. The study unveils a range of utilitarian and hedonic motivations that drive Generation Z's value co-creation actions on social media. Insights derived from the findings offer both theoretical and practical implications for the field.
Keywords
Value co-creation; Social Media; Generation Z; Motivational analysis; Social Engagement; Utilitarian and Hedonic Motives
Subject
Business, Economics and Management, Marketing
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
