The impact of consumer co-creation on consumer’s brand engagement

Abstract

This study aimed to identify the impact of consumer creative engagement on brand attachment through a case study of the Rifkus Chips (Chili & Lemon) social media campaign. To achieve the study's objectives, a descriptive-analytical approach was adopted. An online questionnaire was designed and distributed to a sample of Algerian consumers who interacted with the campaign on social media platforms. A total of 228 responses were collected for analysis, and the data were processed using SPSS software. The results revealed a statistically significant positive impact of consumer creative engagement on brand attachment across its various dimensions: cognitive, behavioral, and emotional. Furthermore, the results showed that consumers who participate in collaborative brand engagement activities develop higher levels of brand interest, emotional attachment, and interaction through sharing and recommendation. The study also showed statistically significant differences in consumers’ perceptions of the impact of consumer participation based on demographic variables such as gender, age, and occupation, while no statistically significant differences were recorded based on educational level. The results showed that involving consumers in idea generation processes, exchanging opinions, and providing feedback through digital platforms contributes to strengthening the relationship between the consumer and the brand, and transforms the consumer from a recipient of value to a partner in creating it