AUTHOR=Awan Maheen Iqbal , Shamim Amjad , Saleem Muhammad Shoaib TITLE=“Say a Little but Say It Well”: Assessing the Impact of Social Media Communication on Value Co-creation, Online Customer Experience, and Customer Well-Being JOURNAL=Frontiers in Psychology VOLUME=13 YEAR=2022 URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.901229 DOI=10.3389/fpsyg.2022.901229 ISSN=1664-1078 ABSTRACT=

The purpose of the study is to identify how both tourism service provider- and tourist-generated social media communication affect the value co-creation process and how this can affect online customer experience and customer wellbeing. A questionnaire survey was used and 361 valid responses were obtained from Malaysian citizens. The research findings showed that tourism service provider- and tourist- generated social media communication positively influence value co-creation. Similarly, value co-creation positively influences cognitive and affective experiential states and these two states positively influence customer wellbeing. Furthermore, value co-creation partially mediates the relationship between social media communication and online customer experience, whereas, online customer experiences also partially mediate the relationship between value co-creation and customer wellbeing. This study has tried to establish theoretical relationship between some significant variables and the findings would aid both academicians and practitioners in formulating strategies for future.