Social Networks Marketing, Value Co-Creation, and Consumer Purchase Behavior: Combining PLS-SEM and NCA

Given the mediating role of value co-creation, this paper tries to demonstrate how social network marketing (SNM) could influence consumer purchase behavior (CPB). The proposed hypotheses are empirically tested in study using a PLS-SEM and Necessary Condition Analysis (NCA) method combination. novel methodology adopted includes use NCA, IPMA matrix, permutation test, CTA, FIMIX. assessment outer model, inner NCA matrix four steps that takes. Instagram users with prior experience making purchases online made up statistical population study. Four hundred twenty-seven questionnaires were analyzed by SmartPLS3 software. Based on findings, SNM positively significantly influenced economic, enjoyment, relational values. Furthermore, these three types values directly CPB. For CPB, model accounted for 73.8% variance. had high predictive power because it outperformed benchmark all target construct’s indicators terms root mean square error (RMSE). According NCA’s SNM, recreational, necessary conditions CPB meaningful (d ≥ 0.1) significant (p < 0.05). prerequisites must be met reach 50% level: at no less than 8.3%, enjoyment 16.7%, economic 33.3%, 31.1%. highest importance score is shown 0.738, which means if channels improve their performance one unit point, overall will also 0.738.