The Effect of Social Media Platforms Toward Value Co-Creation in Generation Z

Abstract

Co-creation is a collaboration between a company and a customer in the context of social media, which means that the fellow social media users (content creator - company - user) are directly or indirectly in the manufacture of joint products. Companies try to adopt a customer-centered approach that can collaborate to create products together. The use of social media can be a liaison between customers and the company. The characteristics of Generation Z, which are tech savvy and innovative, can help companies co-create on social media. However, social media comes in a lot of varieties. Therefore, this research aims to examine social media and what differs in terms of social media usage on value co-creation. Collecting data through interviews with 10 participants and online questionnaires with 416 respondents from Generation Z in Indonesia. Data analysis using PLS-SEM and Kruskal Wallis Test. This study shows that co-production and value in use can affect value co-creation. Then there comes things that differ each type of social media in terms of its usage, regarding interaction, personalization, experience, equity, relationships and knowledge. Generation Z mostly uses TikTok as a platform for co-creation and content created about education. Overall, it is a pleasant experience. This research can be applied to companies or business who plan to use co-creation on social media.