THE IMPACT OF SOCIAL NETWORK MARKETING AND VALUE CO-CREATION ON PURCHASE BEHAVIOR: PLS-SEM AND NCA ANALYSIS IN THE E-COMMERCE MARKET
Social Network Marketing and Value Co-Creation on Purchase Behavior
DOI:
https://doi.org/10.5281/zenodo.21196712Keywords:
Social media marketing, Value co-creation, Purchase behavior, E-commerce, PLS-SEM, NCAAbstract
The aim of this study is to examine the effects of social network marketing activities on consumer purchase behavior through value co-creation in the context of e-commerce. Grounded in the Stimulus-Organism-Response (S-O-R) model, the study analyzes how the entertainment and interaction dimensions of social network marketing transform into purchase behavior via perceived economic and hedonic values. The research data were collected via an online survey from consumers who actively use e-commerce platforms. The proposed research model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). Additionally, a hybrid approach was employed, utilizing Artificial Neural Networks (ANN) to detect non-linear relationships and Necessary Condition Analysis (NCA) to identify mandatory antecedents between variables. The findings indicate that perceptions of entertainment and interaction regarding social network marketing play a significant role in the creation of both economic and hedonic value. While perceived economic value was found to have a strong and significant effect on purchase behavior, the direct effect of hedonic value remained limited. NCA results confirmed that economic value is a "necessary condition" for purchase behavior to occur. Furthermore, the ANN analysis revealed that, contrary to the linear model, the "Interaction" dimension is the highest determinant (100% normalized importance) in the purchase decision. Moreover, Multi-Group Analysis (MGA) results demonstrated that purchase behavior sharply diverges by gender; specifically, women exhibit behavior oriented towards "economic value" (benefit), while men are driven by "hedonic value" (pleasure). By revealing the rational and experiential value-generating capacity of social network marketing through a multi-dimensional hybrid methodology, this study offers a unique contribution to the literature.
Downloads
References
Alhumud, S. S., & Elshaer, I. A. (2024). The bridge between social commerce and sustainable customer relationship: The mediating role of customer-to-customer value co-creation. Journal of Retailing and Consumer Services, 78, 103728.
Arbabi, F., Khansari, S. M., Salamzadeh, A., Gholampour, A., Ebrahimi, P., & Fekete-Farkas, M. (2022). Social networks marketing, value co-creation, and consumer purchase behavior: Combining PLS-SEM and NCA. Journal of Risk and Financial Management, 15(10), 440.
Aydın, G. (2020). Sosyal medya pazarlama faaliyetlerinin marka sadakati ve satın alma niyeti üzerindeki etkisi: Instagram kullanıcıları üzerine bir araştırma. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi(56), 253-274.
Baltacı, A. (2024). Pazarlama araştırmalarında gerekli koşul analizinin (NCA) RStudio ile uygulanması. İşletme Araştırmaları Dergisi, 16(1), 25-46.
Barclay, D., Higgins, C., & Thompson, R. (1995). The Partial Least Squares (PLS) approach to causal modeling: Personal computer adoption and use as an illustration. Technology Studies, 2(2), 285-309.
Can, L., & Kaya, N. (2018). Sosyal medya pazarlaması kanalı olarak Instagram’da algılanan sürü davranışı ve satın alma niyeti. Pazarlama ve Pazarlama Araştırmaları Dergisi, 11(21), 1-22.
Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K., & Ting, H. (2021). Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong. Australasian Marketing Journal, 29(2), 118-131.
Dabbous, A., Barakat, K., & Boustani, N. M. (2023). Artificial Intelligence in Marketing: A Systematic Literature Review and Future Research Agenda. International Journal of Marketing Studies.
Dul, J. (2016). Necessary condition analysis (NCA): Logic and methodology of “necessary but not sufficient” causality. Organizational Research Methods, 19(1), 10-52.
Dul, J. (2024). How to sample in necessary condition analysis (NCA). European Journal of International Management, 23(1), 1-12.
Dwivedi, Y. K., Kshetri, N., Hughes, L., et al. (2024). "So what if a chatbot wrote it?" The role of artificial intelligence in reshaping consumer behavior and marketing strategy. International Journal of Information Management, 75, 102741.
El-Haddad, R., et al. (2024). Investigating the impact of social media influencers on consumer purchase behavior: The mediating role of parasocial relationship. Journal of Digital Economy.
Evirgen, D. (2019). Marka toplulukları ile ortak marka değeri yaratmak: Fotoğraflardaki Dior marka kişiliği. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 33(3), 715-736.
Faul, F., Erdfelder, E., Buchner, A., & Lang, A. G. (2009). Statistical power analyses using G*Power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41(4), 1149-1160.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
Hair, J. F., Hult, G. T., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks: Sage Publications.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
Husnain, M., & Toor, A. (2017). The impact of social network marketing on consumer purchase intention in Pakistan: Consumer engagement as a mediator. Asian Journal of Business and Accounting, 10(1), 167-199.
Karalar, S., & Kiracı, H. (2017). Sosyal ağ pazarlamasının tüketici satın alma niyetine etkisi: Facebook üzerine bir uygulama. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 22(Kayfor 15 Özel Sayısı), 1735-1748.
Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Utilization of mass communication by the individual. The Uses of Mass Communications: Current Perspectives on Gratifications Research, 19-32.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.
Li, Y., Chen, Y., & Wang, J. (2024). The effect of AI-generated content (AIGC) on customer engagement: Evidence from social media platforms. Computers in Human Behavior, 151, 108023.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge: MIT Press.
Meyers-Levy, J., & Loken, B. (2015). Revisiting gender differences: What we know and what lies ahead. Journal of Consumer Psychology, 25(1), 129-149.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
Reichheld, F. F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46-54.
Sağlam, S. Ç., & Soydaş, A. U. (2021). Tüketicilerin eWOM yayma motivasyonları: Twitter’da #Trendyol üzerine bir içerik analizi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 14(1), 29-57.
See-To, E. W., & Ho, K. K. (2014). Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust – A theoretical analysis. Computers in Human Behavior, 31, 182-189.
Sönmez, A. T., & Yılmaz, V. (2020). Tüketici-marka ilişkisi ve ortak değer yaratımının dijital hikaye anlatıcılığı bağlamında incelenmesi: Drive to Survive örneği. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 20(4), 101-120.
Stigler, G. J. (1961). The economics of information. Journal of Political Economy, 69(3), 213-225.
Şahin, A., & Şafak, E. (2023). Influencer pazarlamasında güvenilirlik, uzmanlık ve parasosyal etkileşimin satın alma niyetine etkisi. Gaziantep University Journal of Social Sciences, 22(3), 856-871.
Tajfel, H. (1974). Social identity and intergroup behaviour. Social Science Information, 13(2), 65-93.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.
Verleye, K. (2015). The co-creation experience from the customer perspective: Its measurement and determinants. Journal of Service Management, 26(2), 321-342.
Vrontis, D., El Nemar, S., Ouattara, A., & Kachour, M. (2024). The role of parasocial interaction in social media influencer marketing: A systematic review and research agenda. International Journal of Consumer Studies, 48(1)
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279-1284.
Yılmaz Uz, C. (2025). Key to reporting PLS-SEM results. Structural Equation Modelling and Multivariate Research, 2(2), 53-65.
Yüksekbilgili, Z. (2018). Sosyal medya pazarlama faaliyetleri ölçeğinin Türkçe’ye uyarlanması. Akademik Araştırmalar ve Çalışmalar Dergisi, 10(19), 396-403.
Zeren, D., & Keşlikli, İ. (2020). Sosyal medyanın tüketici satın alma niyetine etkisinde teknoloji kullanım düzeyinin aracı rolü. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 11(22), 651-673.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 akin esmeray
This work is licensed under a Creative Commons Attribution 4.0 International License.
