Exploring the impact of perceived social media agility on co-creation opportunities and brand attachment: the moderating role of technology reflectiveness

PurposeThis paper aims to address how perceived social media agility can promulgate co-creation processes, such as co-production and value-in-use, and how it impacts brand-related outcomes. This study also addresses calls for marketing scholars to investigate the types of personality traits that affect these potential relationships by accounting for the impact of technology reflectiveness.Design/methodology/approachThis paper conducted an online survey with 321 adult subjects. The direct, indirect and conditional (moderation) effects were assessed using multivariate regression, various PROCESS models and the Johnson-Neyman technique (to probe the interaction terms). Additional supplemental analyses were conducted via PROCESS models.FindingsThe results show that perceived social media agility directly and indirectly (through co-production and value-in-use) positively influences brand attachment and that the order of these two processes matters (co-production followed by value-in-use). Results also show that the positive impact of perceived social media agility on co-production and value-in-use deviates for customers high in technology reflectiveness but can be manipulated according to which process comes first.Originality/valueThis paper expounds on the new construct of perceived social media agility by uniquely linking perceived social media agility to two distinct value co-creation processes (co-production and value-in-use) and brand-related outcomes while highlighting how consumer-specific traits can affect this relationship in a social media setting.