Value Co-creation in Third-Party Managed Virtual Communities and Brand Equity

Relationship between customer knowledge management and the value co-creation of fitness application customers: Mediating role of flow experience

PURPOSE

This study examined the impacts of customer knowledge management and flow experience on customer value co-creation and the mediating role of flow experience in the context of fitness apps.

DESIGN/METHODOLOGY/APPROACH

Using the questionnaire star platform to edit the questionnaire and collect data(n = 450). A structural equation modeling test was conducted to examine the relationships between the variables.

FINDINGS

The findings reveal that in a fitness app service scenario, customer knowledge management has a significant positive impact on customer flow experience, customer flow experience has a significant positive impact on customer value co-creation, and customer flow experience plays a partial mediating role in the path from customer knowledge management to customer value co-creation.

PRACTICAL IMPLICATIONS

The results could help fitness-app-related enterprises or service organizations understand the factors influencing and processes of customer participation in value co-creation and thus could help such enterprises and organizations formulate effective marketing strategies to realize customer value co-creation and ultimately to achieve their development goals.

ORIGINALITY/VALUE

Using value co-creation theory and customer-dominant logic, this study analyzed the effects of customer knowledge management, flow experience, and customer value co-creation in the context of fitness apps and examined the mediating role of flow experience. The findings fill a gap in the theoretical research regarding customer value co-creation in the context of fitness apps and expand the scope of research on customer knowledge management and flow experience.

Watching Relationships Build over Time: A Video Analysis of a Hybrid Intergenerational Practice Program

Intergenerational programs are devoted to bringing older adults and children together because of their mutual benefits for both parties, such as reduction of ageism, relationship building, and shared learning. This intergenerational practice program included high school children and residents at an over-55 retirement village. The aim of this study was to develop an intergenerational shared learning program during COVID-19 using a hybrid model of face-to-face and videoconferencing technology. As a result of video analysis, researchers observed participant interactions and engagement during face-to-face and video conferencing sessions. The findings highlight the importance of a program structure that adapts to the changing environment and recognises that different settings (video and face-to-face) require different relationship-building activities. In addition, co-collaboration in the development of the program structure was essential to facilitate shared learnings.

Antecedents and consequences of brand experience in virtual sports brand communities: A value co-creation perspective

The influence mechanism for brand experience in virtual sports brand communities is the subject of many studies, but these studies do not feature a holistic consideration of antecedents and consequences, and the moderating role of brand attachment is unclear. Drawing on the value co-creation theory, this study determines the impact of brand experience and its mechanism using the data from 508 virtual sports brand communities. The empirical test results show that value co-creation (i.e., corporate-initiated value co-creation and customer-initiated value co-creation) has a positive effect on the brand experience and that the brand experience has a positive effect on the purchase intention. Brand attachment does not have a moderating role between brand experience and purchase intention so as the degree of brand attachment increases, the brand experience does not increase the purchase intention through a brand attachment. This study determines the antecedents and consequences of brand experience in virtual sports brand communities from a value co-creation perspective, to determine the impact and mechanisms of virtual sports brand communities to guide the marketing practices of virtual sports brand communities.

Exploring the impact of innovation guidance on user participation in online communities: A mixed methods investigation of cognitive and affective perspectives

In recent years, many online communities have launched opinion-gathering activities to promote user participation in innovation and improve the quality of new products. The current methods for online innovation activities can be divided into two categories: cognitive guidance and affective guidance. However, the studies on online communities have mainly focused on user engagement motivations, and little attention has been paid to investigating the impact and underlying mechanism of innovation guidance on user participation at the linguistic level. This study first collected secondary data from NetEase.com and conducted an econometric model to explore the impact of cognitive guidance and affective guidance on users’ participation in online innovation activities. Subsequently, we investigated the impact mechanism of different innovation guidance methods on user participation through two experiments, here by drawing on mental simulation theory. The experimental results showed that outcome simulation and process simulation imposed a dual mediating effect of innovation guidance on user participation. In addition, we also found that product types moderate the dual mediating effect of outcome simulation and process simulation. The findings can deepen and expand the research on user participation while providing practical implications for companies and platforms as they attempt to promote user participation in innovation activities.

From "Human-to-Human" to "Human-to-Non-human" - Influence Factors of Artificial Intelligence-Enabled Consumer Value Co-creation Behavior

The emergence of artificial intelligence (AI) has changed traditional methods of value co-creation. Diverging from traditional methods, this study discusses the influencing factors of AI-supported consumer value co-creation from the perspective of human-to-non-human interactions. This study adopts the stimulus-organism-response framework with consumer engagement (CE) as the intermediary to explore the impact of consumers' personal subjective factors, community factors, and perceptions of AI technology on their value co-creating behaviors. Data were collected from 528 respondents from the Huawei Huafen Club, Xiaomi BBS, Apple China Virtual Brand, Micromobile Phone, and Lenovo communities. SPSS Amos software was used for statistical analysis, revealing that perceived personalization, autonomy, community identity, trust in AI, and self-efficacy are motivational factors that have significant effects on consumer value co-creation behaviors, in which CE plays a significant intermediary role. Our study contributes to the literature on consumer value co-creation supported by AI technology. We also offer important insights for developers of AI-enabled products and service managers.

Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective

With the development of information technology, more and more companies have taken the initiative to build virtual brand communities to strengthen the connection between brands and customers and create brand loyalty, but existing research lacks a clear explanation of how the customer community experience of virtual brand communities affects brand loyalty. In response to this question, this paper investigates the role and mechanism of different types of community experiences, namely information experience, entertainment experience and interactive experience, generated by customers' participation in community activities on brand loyalty based on the customer experience perspective. The findings show that different types of community experiences have a significant impact on brand loyalty, and which community identity is partially mediated in all of them. Further analysis for segmented populations in virtual communities revealed significant differences in the above mechanisms for members of different genders. The findings of this paper are important guidance for companies to manage virtual brand communities and create brand loyalty.

Brand Equity and Usage Intention Powered by Value Co-Creation: A Case of Instagram in Kazakhstan

Purpose: Unprecedented communication features of social media noticeably reinforce the active role of consumers in the value co-creation (VCC) of offline and online brands including social media. From the consumer perspective, this study examines a contribution of VCC behavior to consumer-based brand equity (CBBE) and consequent intention to use social media based on Instagram as the most popular platform in Kazakhstan. Methodology: A web-based survey provided data from 550 Instagram users in Almaty city. Empirical analysis includes testing statistical assumptions using SPSS 23, conducting confirmatory factor analysis (CFA), and structural equation modeling (SEM) using Warp PLS 7.0. Findings: With the result of this study investigation, the paper develops the model that explains the effect of VCC on continuous usage intention to use social media through CBBE comprising brand associations, brand loyalty and brand perceived quality. Originality: Even though the importance of social media in the brand VCC process is widely recognized, a brand equity view of social media brands with users’ participation is under-investigated. However, brand equity’s importance for firm sustainability in terms of long-term business strategy is indisputable. This research enhances brand equity theory and VCC concept with the empirical data within the modern social media context. Practical implications: Owners and managers of social media brands can use the conceptual model to grow, maintain and assess their brands’ equities through their marketing efforts on the consumer motivation for brand VCC activities driving continuous usage of the brands.

Ensuring patient and public involvement in the transition to AI-assisted mental health care: A systematic scoping review and agenda for design justice

Background

Machine‐learning algorithms and big data analytics, popularly known as ‘artificial intelligence’ (AI), are being developed and taken up globally. Patient and public involvement (PPI) in the transition to AI‐assisted health care is essential for design justice based on diverse patient needs.

Objective

To inform the future development of PPI in AI‐assisted health care by exploring public engagement in the conceptualization, design, development, testing, implementation, use and evaluation of AI technologies for mental health.

Methods

Systematic scoping review drawing on design justice principles, and (i) structured searches of Web of Science (all databases) and Ovid (MEDLINE, PsycINFO, Global Health and Embase); (ii) handsearching (reference and citation tracking); (iii) grey literature; and (iv) inductive thematic analysis, tested at a workshop with health researchers.

Results

The review identified 144 articles that met inclusion criteria. Three main themes reflect the challenges and opportunities associated with PPI in AI‐assisted mental health care: (a) applications of AI technologies in mental health care; (b) ethics of public engagement in AI‐assisted care; and (c) public engagement in the planning, development, implementation, evaluation and diffusion of AI technologies.

Conclusion

The new data‐rich health landscape creates multiple ethical issues and opportunities for the development of PPI in relation to AI technologies. Further research is needed to understand effective modes of public engagement in the context of AI technologies, to examine pressing ethical and safety issues and to develop new methods of PPI at every stage, from concept design to the final review of technology in practice. Principles of design justice can guide this agenda.