Value Co-Creation Strategy In Creating Positional Advantage With Social Media Intervention

Abstract

This research aims to discover fresh elements that contribute to the advancement of positional advantage models in the contemporary era. This study adopts a research approach centered on value co-creation and technological integration, specifically focusing on enhancing social media platforms by fostering self-brand congruence and relationship values. Utilizing a survey method, 254 consumers from the Indonesian urban culinary sector, representing the productive generation, participated in the study. The Structural Equation Model analysis revealed the most effective measurement models. The findings underscore the significance of self-brand congruence in securing a company's positional advantage. Moreover, congruity is attainable through the implementation of co-creation strategies, which positively influence positional advantages. Notably, this study introduces a novel antecedent synthesized from variables derived from conceptual strategic agility and operational characteristics tailored to technological advancements, particularly social media adaptive flexibility. This element has been demonstrated to play a pivotal role in interacting with positional advantages, thus offering original insights into the research domain.