SOCIAL MEDIA STRATEGY AND SOCIAL VALUE AS DRIVERS OF EAT CLEAN - RELATED UGC: THE MEDIATING ROLE OF CUSTOMER ENGAGEMENT
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.573Từ khóa:
Customer engagement, Eat Clean, social media strategy, social value, S-O-R model, user-generated content (UGC).Tóm tắt
This study examines how social media strategy and social value drive Eat Clean - related user - generated content (UGC), while testing the mediating role of customer engagement. Drawing on the stimulus-organism-response (S-O-R) framework, the model conceptualizes social media strategy (trendy content, visual appeal, useful information, and KOL/KOC endorsement) and social value (social support, social influence, social recognition, and social presence) as key stimuli that shape engagement and, in turn, UGC contribution. Survey data were collected from 259 customers who follow or interact with Eat Clean content on social media and were analyzed using Partial Least Squares Structural Equation Modeling (PLS - SEM). The results show that both social media strategy and social value positively influence customer engagement, which subsequently increases customers’ intentions to create and share Eat Clean - related content. Customer engagement exhibits a significant mediating effect, highlighting the central mechanism linking platform-based stimuli to participatory brand outcomes. The study extends UGC research by integrating strategic communication and social value perspectives within a single S - O - R model. Managerial implications are discussed for designing engagement - oriented social content that stimulates sustained customer content contribution for Eat Clean brands.
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