The Impact of the Perceived Values of Social Network Services (SNSs) on Brand Attitude and Value-Co-Creation Behavior in the Coffee Industry

The coffee industry has grown into a highly competitive management environment, which has led to the contemplation of differentiated marketing strategies as tools for business success. Practitioners operate their own SNS brand pages to encourage customers to participate and engage in two-way interpersonal marketing practices that can generate value co-creation. This paper aims to explore the relationships among the types of value offered by SNSs, brand attitude, and customer value-co-creation behaviors in the hospitality context, by employing the Value–Attitude–Behavior model. Data were collected via an online survey research company and analyzed by PLS-SEM using SmartPLS 3.0 and Jamovi 1.0 software packages. A quantitative research method was carried out with a total of 406 adults in South Korea who had had both on-site and SNS coffee brand experiences within three months of the survey. The results of this study can be summarized as follows. First, information-seeking, entertainment, and expressive value all had a significant positive effect on brand attitude. Second, brand attitude had a significant positive effect on both customer participation behaviors and customer citizenship behaviors. The results of the current study suggest useful implications in that the usage of SNSs as marketing communication tools can influence not only online but also offline brand attitudes and customer value-co-creation behaviors.