Research Questions 1. How does the interactivity of EWOM system influence customer value creation practices in social media? 2. What is the inter-relationship between value cocreation and EWOM within the SNS context (or) How the interactivity of EWOM influences on loyalty of users through value creation in brand community? Method and Data The data were collected through a survey, partial least squares path modeling (PLS-PM) was used to test research model. Summary of Findings The results show that perceived interactivity (in terms of reciprocity, responsiveness, nonverbal information, and speed of response) are very influential on users’ evaluation of an entire brand community and their level of participated in value creation practices including: community engagement practices, impression management practices, and brand use practices. Contrary to expectations, the effect of interactivity of EWOM systems on the social networking practices was not significant. Furthermore, these four value creation practices could significantly enhance brand loyalty directly. Key Contributions This study is expected to contribute to the theoretical and applied literature. The results of this study provide new insights into issues related to the inter-relationship between value cocreation and interactivity of EWOM within the SNS context. Practitioners can also develop a deeper understanding on developing SNS-based customer relationship management strategy from this work
