Social media marketing, value creation and firm's sustainability performance: a study among young consumers
Aslib Journal of Information Management
ISSN: 2050-3806
Article publication date: 10 January 2023
Issue publication date: 21 March 2024
Abstract
Purpose
Social media marketing (SMMT) is explored in the light of value creation (VC) and firms' sustainability performance. This research deals with the influence of both value co-creation (VCCR) and value co-destruction (VCDE) on SMMT and firm sustainability.
Design/methodology/approach
A quantitative approach is employed in this research. By means of structural equation modeling (SEM), specifically, PLS (partial least squares)-SEM, consumers' responses are analyzed.
Findings
The result confirms that SMMT influences firms' sustainability performance. Additionally, the study established a relationship between SMMT and VCCR and SMMT and VCDE. The study further showed that VCCR contributes to sustainability. Concerning the indirect relationships, the study indicates that VCDE influenced SMMT and sustainability performance.
Research limitations/implications
A theoretical basis for studying both VCCR and VCDE is provided. The current study especially encourages further study into VCDE.
Practical implications
This work informs businesses about using SMMT to enhance sustainability performance. This work also warns about the reality of VCDE when using SMMT.
Originality/value
This research empirically explores SMMT and firm sustainability performance (SPFM) and also has a model that includes both VCCR and VCDE.
Keywords
Acknowledgements
The authors would like to acknowledge Enoch Thaddeus Quayson (PhD) for the constructive criticisms.
This work was supported by IGA/FaME/2021/004: SME innovation performance, firm sustainability performance and the influence of pandemics on entrepreneurial wellbeing.
Citation
Owusu Yeboah, A.Y., Kwarteng, M.A. and Novak, P. (2024), "Social media marketing, value creation and firm's sustainability performance: a study among young consumers", Aslib Journal of Information Management, Vol. 76 No. 2, pp. 248-268. https://doi.org/10.1108/AJIM-05-2022-0245
Publisher
:Emerald Publishing Limited
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