Facilitating Value Co-Creation in B-to-C Relationships Through Digital Media and Its Impact on the Company's Business Performance

Digital media make it easier for companies to build relationships with consumers and involve them in the value co-creation processes. However, there is a lack of research on whether these new possibilities introduced by technology are actually utilised by companies to increase the intensity of value co-creation. Moreover, there is limited evidence that such value co-creation contributes to the company’s business performance. Thus, the purpose of this chapter is to determine the link between value co-creation within B-to-C relationships developed through digital media and a company’s business performance. To this end, PLS-SEM analysis of 153 Polish B-to-C companies is performed. The chapter makes a theoretical and empirical contribution by providing evidence for the impact of value co-creation occurring in B-to-C relationships developed through digital media on a company’s business performance.