Building Millennial’s Brand Loyalty via Social Media Engagement: A Perspective of Co-creation Value

The purpose of this study was to further the understanding of Millennials engagement behaviors with fashion brands in social media. Specifically, this study aims to investigate the relationship between consumers’ motivations, perceived co-creation value, engagement toward brand-engagement activities, as well as brand loyalty. Additionally, the mediating effect of perceived co-creation value was examined. Data were collected from 237 consumers and analyzed using structural equation modelling. Empirical results revealed significant influences of respective consumers’ motivation on their perceived co-creation value, which, in turn, had a positive influence on their engagement in social media as well as brand loyalty. Results also suggest that perceived co-creation value mediate the relationships between consumers’ motivations and engagement.