Beschreibung:
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<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>From the perspectives of service-dominant logic and social identity theory, this study aims to assess social networking site (SNS) users’ <jats:italic>likes</jats:italic> as a form of social endorsement as well as its effects on like-clicking behavior, perceived brand value, customer-brand identification and purchase intention. Furthermore, the different effects of social endorsement on the perceived functional, hedonic, social and monetary brand value were investigated so as to support SNS users’ role as value cocreators.</jats:p>
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<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>An online survey was administered as a pretest of customer perceptions regarding brands that are liked on SNSs. Next, an experiment was conducted to verify the effects of social endorsement. A mixed-method approach including partial least squares (PLS) and fuzzy set qualitative comparative analysis (fsQCA) was adopted for the data analysis.</jats:p>
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<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>The results revealed that like-clicking behavior could be contagious because SNS users exposed to others’ <jats:italic>likes</jats:italic> were more likely to click the <jats:italic>like</jats:italic> button themselves. Like-clicking behavior positively influenced the perceived functional, hedonic, social and monetary value of the liked brand. Perceived brand value strengthened customer-brand identification, thereby increasing purchase intention.</jats:p>
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<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>Like-based social endorsements were confirmed as a type of value cocreation behavior that benefits the endorsed brand by spreading brand awareness, and increasing customer acquisition and retention. An fsQCA approach was developed to measure the moderating effect of users’ propensity to click the <jats:italic>like</jats:italic> button on perceived brand value, thus contributing to the advancement of fsQCA.</jats:p>
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