Does customer co-creation value lead to electronic word-of-mouth? An empirical study on the short-video platform industry

Abstract The short-video platform industry is a relatively new global industry with a considerable number of users attracted by electronic word-of-mouth (eWOM). User-generated content, which is a form of customer co-creation value (CCCV), is considered as the essence of short-video platforms. This study investigated the effects of CCCV on psychological ownership, customer-based brand equity, and eWOM in relation to short-video platforms. Examination of 337 users on Chinese short-video platforms revealed the underlying mechanism of the shift from CCCV to eWOM in the short-video platform industry by identifying the direct, indirect, and total effects of four research constructs. This study demonstrated that a well-designed co-creation value strategy is a potent reflection of a platform’s customers that enhances CCCV for short-video platforms and transforms customers into intangible assets for eWOM.