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Info. Know. Mgmt."],"published-print":{"date-parts":[[2023,10]]},"abstract":"<jats:p> The purpose of this paper is to investigate if customer participation has the double-edged sword problem and how it impacts the co-creation intention of brand value under social media. To explore the relationship, we construct a research model from the perspective of value co-creation and cognitive behaviour theory in the context of social media. 385 valid samples were collected through a field questionnaire, and the structural equation model was used to test the research hypotheses. The results indicate that customer participation through social media has a double-edged sword effect, enhancing the perceived prosocial influence, but also causing social media fatigue. Perceived prosocial influence and social media fatigue play a dual mediating effect on the relationship between customer participation and co-creation intention of brand value. Moreover, brand attachment moderates the relationship between perceived prosocial influence and co-creation intention of brand value. Majority of the studies have found that customer participation has positive effect, but a few studies have found that customer participation has a certain \u201cdark side\u201d. This study focuses on the double-edged sword problem of customer participation through social media, as well as its effect on co-creation intention of brand value, thus contribution to the value co-creation theory. This research also analyses the positive effect of perceived prosocial influence and the negative effects of social media fatigue, thus supporting effective social media participation strategies for companies. <\/jats:p>","DOI":"10.1142\/s0219649223500545","type":"journal-article","created":{"date-parts":[[2023,7,31]],"date-time":"2023-07-31T12:23:32Z","timestamp":1690806212000},"source":"Crossref","is-referenced-by-count":4,"title":["Influence of Customer Participation on Co-Creation Intention of Brand Value under Social Media"],"prefix":"10.1142","volume":"22","author":[{"given":"Mengfei","family":"Lin","sequence":"first","affiliation":[{"name":"School of Economic and Management, Zhuhai City Polytechnic, Zhuhai, P. R. China"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2855-0579","authenticated-orcid":false,"given":"Zhihua","family":"Wang","sequence":"additional","affiliation":[{"name":"School of Management, Wuzhou University, Wuzhou, P. R. 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