A new form of brand experience in online social networks: An empirical analysis

Abstract This research examines the role that dynamic brand experience can play as a marketing tool for firms in the context of social networks. It seeks to reveal how the source and motivation of value co-creation impact the dynamic brand experience. The work also analyzes the influence of dynamic brand experience on customer equity, and investigates the moderating role of electronic word-of-mouth (E-WOM) in the relationship between dynamic brand experience and customer equity. The findings show that the source and motivation of value co-creation positively affect dynamic brand experience. Also, a positive association is found between dynamic brand experience and customer equity, while E-WOM acts as a moderator on the relationship between dynamic brand experience and customer equity.