الفهرس 
Chapter One: IntroductionOnly 14 pages are availabe for public view
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Abstract
This research aims to understand customer motivations to participate in value co-creation with the firm and with other customers, in the emerging market setting of Egypt. It combines the theory of consumption value with customer dominant logic and value in the experience perspectives, in addition to value co-creation literature within the social media context.
Using online self-administered survey, 294 responses were collected. Data were analysed using Structural Equation Modelling- Amos was employed to achieve the research objectives.
Findings confirm there is a positive and significant relationship between customer perceived value and customers’ willingness to participate in value co-creation on social media brand pages. There is also a positive and significant moderating effect of four individual-level variables: Brand Symbolism, Extraversion, Self-efficacy, and Public Self-Consciousness.
This study contributes to the emerging body of literature to advance the theory of Consumption Value through studying the effect of perceived value on different behavioural outcomes other than purchase behaviours. It also extends the theory to be applied in modern contexts such as social media. Moreover, this study adds insight to the literature from a different geographic market that is MENA region, where there is scarce research despite the rising number of social media users in it, in addition to the difference in customers’ nature from other regions.
Findings of this study will help companies build more effective social media marketing strategies where they provide customers with the essential components of perceived value. Since customer perceptions of value depend significantly on five value components, therefore these should be actively considered as an integral part of forming value in social media brand pages. Consequently, brands in such an emerging market need to develop marketing strategies that touch upon all the major five value components and ensure their proper delivery.
This research contributes to the literature by providing an understanding of how to employ the perceived value dimensions to drive customers’ willingness to co-create value. Scholarly attention is needed on the importance of using social media to strengthen customers’ value co-creation willingness online. Therefore, it develops and empirically tests the proposed research framework. It combines multi-dimensional perspectives of both value co-creation (through studying customer citizenship behaviour) and perceived value (based on the theory of Consumption Value and Value-in-the-brand-page-experience) to determine customer motivations to engage in value co-creation on social media brand pages, in addition to testing the effect of four individual-level moderating variables (Brand symbolism, self-efficacy, extraversion and public self-consciousness).