Social Media Involvement of Consumers and Brand Usage Intent: A Review on Theory of Co-Creation

Social media usage is an essential element to penetrate business opportunities in the present context. Many organizations use social media strategies to optimize the competitiveness of the business model. The penetration of social media usage in different countries and even industries within them vary significantly as to how they use social media to improve brand usage intent. This study aims to review the theoretical and empirical notions of consumer’s brand related social media involvement activities using the co-creational theory. Limited studies exist to holistically conclude how different communities and markets involve in social media to engage with its consumers for favorable brand usage patterns. Meanwhile, some empirical studies highlight the role of different brand related evaluations as mediating and moderating variables between the consumer involvement and the brand usage intent. This study examined the concept of co-creation to explain the theoretical association rationalizing how consumer involvement of social media connects to brand related behaviors and intentions. Paper presents a comprehensive literature review and theoretical discussion as the main research instrument to present the reviewed content. Additionally, study presents the managerial perspectives on co-creation in marketing related applications connecting the role of social media in businesses. Finally, paper concludes the future research directions in line with the empirical evidence.