Social media influencer marketing has emerged as an essential marketing strategy in the online interactive environment. This study investigates the impact of influencer-consumer fit (ICF) on behavioral intentions; intention to co-create brand value (ICC) and purchase intention (PI), with the serial mediation of influencer authenticity (IA) and attitude toward brand (ATB). A self-administered questionnaire was distributed to followers of social media influencers in Pakistan. The data were collected from 421 female followers of social media influencers through survey and partial least squares—structural equation modeling was used for data analysis. The findings reveal that ICF impacts IA, while the latter impacts ATB. ATB in turn impacts behavioral intentions. The direct effects suggest that ICF impacts consumers’ PI but not the ICC. However, with the serial mediation of IA and ATB, the relationship becomes significant. The findings of this study may assist managers in building brand strategies to achieve excellence in a highly dynamic and competitive market by leveraging the power of influencer marketing.

This study adapts traditional service blueprint methodologies for technology-driven coopetition networks, where companies simultaneously collaborate and compete. Integrating insights from service science, we developed an enhanced service blueprint framework with three key components: the cyber frontstage Lane for digital interactions, the physical backstage Lane for physical operations, and the support stage lane for supporting processes. Empirical validation in the Portuguese stone sector demonstrated the framework’s effectiveness in identifying network dysfunctions and its ease of use for industry professionals. Feedback highlights its relevance in capturing the complexities of modern digital coopetition and managing interactions and resources. This research underscores the necessity of updating service blueprint methods to optimize service delivery and value co-creation in digitally evolving sectors.

Food security presents a complex challenge that spans multiple sectors and levels, involving diverse stakeholders. Such a challenge necessitates collaborative efforts and the creation of shared value among participants. Through the lens of service-dominant logic (S-D logic), food security can be redefined to achieve a more comprehensive understanding and sheds light on the dynamic interplay among stakeholders, enabling the realization of potential value co-creation. As a theoretical contribution, this research addresses the gap in explaining stakeholder interactions. This aspect is crucial for fostering collaboration, and the study accomplishes this by leveraging Social Network Analysis to identify clusters and assign them roles as sub-orchestrators to support the National Food Agency as the main orchestrator who responsible to implement co-creation management strategy (involvement, curation, and empowerment). The study also proposes stakeholder roles in the context of food security: regulator, operator, dominator, niche player, and supporter. Moreover, the practical significance of this research is highly relevant to the early stages of the National Food Agency (NFA) since its establishment in 2021. As the NFA seeks optimal structure, networks, and resources to enhance Indonesia’s existing food system, the study offers valuable insights. This comprehensive study highlights key issues in developing food security in Indonesia and provides recommendations for overcoming future challenges.

Online community facilitates firm-consumer and consumer-consumer interactions for value co-creation. This study explores the relationship between social capital of online community users and community value co-creation in the context of the Xiaomi community. In the study, the forms of value co-creation are differentiated into two forms: initiated value co-creation and participatory value co-creation, and the effects of different types of online community users’ social capital on the forms of value co-creation in which they participate are empirically examined, and the results find that: structural capital has a significant positive effect on initiated value co-creation, while the effect on participatory value co-creation is insignificant; cognitive capital has a significant positive effect on both initiated value co-creation and participatory value co-creation; and cognitive capital has a significant positive effect on both initiated value co-creation and participatory value co-creation. In this context, the present study contributes to a deeper comprehension of the interplay between social capital and models of value co-creation.