Journal
SOCIAL SCIENCE JOURNAL
Volume 56, Issue 3, Pages 401-416Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1016/j.soscij.2018.08.010
Keywords
Customer co-creation value; Psychological ownership; Customer-based brand equity; Electronic word-of-mouth; Short-video platform
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The short-video platform industry is a relatively new global industry with a considerable number of users attracted by electronic word-of-mouth (eWOM). User-generated content, which is a form of customer co-creation value (CCCV), is considered as the essence of short-video platforms. This study investigated the effects of CCCV on psychological ownership, customer-based brand equity, and eWOM in relation to short-video platforms. Examination of 337 users on Chinese short-video platforms revealed the underlying mechanism of the shift from CCCV to eWOM in the short-video platform industry by identifying the direct, indirect, and total effects of four research constructs. This study demonstrated that a well-designed co-creation value strategy is a potent reflection of a platform's customers that enhances CCCV for short-video platforms and transforms customers into intangible assets for eWOM. (C) 2018 Western Social Science Association. Published by Elsevier Inc. All rights reserved.
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