It Takes a Village!: Customer Value Co-Creation Behavior in Restaurant Social Media-Based Brand Community

• Published in: Journal of hospitality & tourism research (Washington, D.C.) Vol. 48; no. 2; pp. 327 - 352
• Main Authors: Song, Jahyun, Qu, Hailin, (Robert) Li, Xiang
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.02.2024; SAGE PUBLICATIONS, INC
• Subjects: customer identification; uses-and-gratification—informed motivations; social presence; brand page; customer value co-creation behavior; brand knowledge

Customers’ value co-creation behavior plays an essential role on brand pages, which many hospitality firms adopt to create value with customers. However, current understanding of the elements, drivers, and dynamics of such behavior is limited. Based on the value co-creation literature, motivation–op...