The role of social media engagement, perceived product safety, and customer value co-creation in shaping the online consumer journey in the dietary supplements market: An integrated conceptual framework
Keywords:
online consumer journey, social media engagement, perceived product safety, value co-creation, dietary supplementsAbstract
This study synthesized existing research to develop an integrative conceptual framework explaining the roles of social media engagement, perceived product safety, and customer value co-creation in shaping the online consumer journey in the dietary supplement market. Using a literature review of relevant domestic and international studies, the analysis found that traditional linear models of consumer behavior are insufficient to explain online purchasing processes. Instead, consumers move nonlinearly through stages of awareness, information search, evaluation, and decision-making while being continuously influenced by information, experiences, and social interaction. The proposed framework identifies social media engagement as an initial activating mechanism, perceived product safety and trust as linking mechanisms between information and product evaluation, and customer value co-creation as reflecting consumers’ active roles in reviewing, recommending, sharing experiences, and jointly constructing product credibility in online markets. This study addresses a theoretical gap by integrating behavioral, perceptual, and relational variables, and it offers conceptual implications for consumer protection policy and digital marketing communication strategies.
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