Exploring the role of social media in promoting healthy consumption

This research seeks to investigate how interactions on social media influence the collaborative creation of value in promoting healthy consumption. To gain a more profound understanding of the process of social media communication and its impact on generating shared value, we employed the Stimuli-Organism-Response (SOR) model to formulate our hypotheses. Our study drew upon a survey conducted across five countries and regions (Canada, Malaysia, Taiwan, the United Kingdom, and the United States). By utilising Structural Equation Modelling (SEM), we tested these hypotheses. The results of our research indicate that social media communication significantly enhances the quality of relationships within online communities, subsequently influencing the creation of value in the context of healthy consumption. The findings show individuals who maintain good relationships within their social media networks and believe they can obtain not only important information but also are more likely to share information about their own experiences regarding healthy consumption. We conclude the paper by discussing the theoretical and practical implications of our findings.