SOCIAL MEDIA MARKETING AND CONSUMER BRAND CO-CREATION: A THEORETICAL APPROACH
DOI:
https://doi.org/10.53555/bma.v10i1.2403Keywords:
Social Media Marketing, Consumer Brand Co-creation, Interactive Relationships, Social Exchange Theory, Customer Engagement Theory, Value Cocreation Theory, Network TheoryAbstract
In today’s marketing landscape social media marketing plays a role, in connecting brands with consumers. Nurturing interactive relationships. A key aspect in this realm is consumer brand co creation, where consumers actively engage in shaping brand related content, products and services. This study delves into the foundations of social media marketing and consumer brand co creation by referencing theories like Social Exchange Theory, Customer Engagement Theory, Value Co Creation Theory and Network Theory. By conducting a review of existing literature and theoretical analysis this study uncovers the mechanisms and motivators behind brand co creation on social media platforms. The research underscores the give and take nature of interactions between brands and consumers the influence of both extrinsic motivations on creation efforts as well as the obstacles related to maintaining control over branding and ensuring quality standards. This work adds depth to knowledge by providing a nuanced perspective on how media marketing intersects with consumer brand co creation offering valuable insights, for scholars and industry professionals alike.
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