The role of social media content on value co-creation in the food sector: a strategic relationship perspective

Abstract

PurposeCustomers' participation in the online health community to create value with the brand is growing research interest. In addition, customers are using social media platforms to create value in the food sector. This rises points to the need to study consumers' interactions with online communities and the role of social media content and customer satisfaction in such an environment.Design/methodology/approachThis research collects data using a survey approach. The data were analysed using a partial least square-structural equation modelling (PLS-SEM).FindingsThe findings indicated the impact of social media content and satisfaction on value co-creation in healthy food online communities. The study’s results provide significant new insights into the food sector during the pandemic.Originality/valueThis research enhances the knowledge of satisfaction and value co-creation in the social media context. The findings build on the previous literature on value co-creation, add to the food sector and explain the mediating role of satisfaction between social media content and value co-creation.