Research Article
The Impact of Value Co-creation on Brand Promotion in Healthy Virtual Brand Community Based on SEM Model
@INPROCEEDINGS{10.4108/eai.18-11-2022.2327171, author={Xinyu Gong and Xinyang Li}, title={The Impact of Value Co-creation on Brand Promotion in Healthy Virtual Brand Community Based on SEM Model}, proceedings={Proceedings of the 4th International Conference on Economic Management and Model Engineering, ICEMME 2022, November 18-20, 2022, Nanjing, China}, publisher={EAI}, proceedings_a={ICEMME}, year={2023}, month={2}, keywords={virtual brand community value co-creation customer brand engagement brand defense brand advocacy community support sem}, doi={10.4108/eai.18-11-2022.2327171} }- Xinyu Gong
Xinyang Li
Year: 2023
The Impact of Value Co-creation on Brand Promotion in Healthy Virtual Brand Community Based on SEM Model
ICEMME
EAI
DOI: 10.4108/eai.18-11-2022.2327171
Abstract
With the advancement of Internet information technology and people's emphasis on healthy lifestyle, healthy virtual brand community has received more and more attention. Based on the service logic, this study takes KEEP community as an example and explores how value co-creation in healthy virtual brand community leads to related behaviors of brand promotion (brand defense and brand advocacy) by constructing SEM model. The results indicate that customer brand engagement plays a complete mediating role in value co-creation on brand defense, and a partial mediating role in value co-creation on brand advocacy. Moreover, community support plays a moderating role between customer brand engagement to brand defense and customer brand engagement to brand advocacy. This study enriches the relevant literature on value co-creation in virtual brand communities and also provides a reference for corporate brand promotion.