Purpose: Unprecedented communication features of social media noticeably reinforce the active role of consumers in the value co-creation (VCC) of offline and online brands including social media. From the consumer perspective, this study examines a contribution of VCC behavior to consumer-based brand equity (CBBE) and consequent intention to use social media based on Instagram as the most popular platform in Kazakhstan. Methodology: A web-based survey provided data from 550 Instagram users in Almaty city. Empirical analysis includes testing statistical assumptions using SPSS 23, conducting confirmatory factor analysis (CFA), and structural equation modeling (SEM) using Warp PLS 7.0. Findings: With the result of this study investigation, the paper develops the model that explains the effect of VCC on continuous usage intention to use social media through CBBE comprising brand associations, brand loyalty and brand perceived quality. Originality: Even though the importance of social media in the brand VCC process is widely recognized, a brand equity view of social media brands with users’ participation is under-investigated. However, brand equity’s importance for firm sustainability in terms of long-term business strategy is indisputable. This research enhances brand equity theory and VCC concept with the empirical data within the modern social media context. Practical implications: Owners and managers of social media brands can use the conceptual model to grow, maintain and assess their brands’ equities through their marketing efforts on the consumer motivation for brand VCC activities driving continuous usage of the brands.

The phenomenon of social media and consequent transformations of our life and work represent aresearch interest in the area of people’s online behavior, which increasingly impacts marketing scienceand practice. Prior studies investigated motivational factors of social media usage. This research aimsto reveal these factors’ antecedents such as different online content formats or virtual experience types.The study’s output contributes to the enhancement of social media theory. The sample includes 103KIMEP University’s bachelor students as representatives of generation Z in Kazakhstan. Factor analysisand structural equation modeling were performed to process the data with the application of SPSS 19.0and WarpPLS 6.0 programs. Based on the research’s results we suggest three modal antecedents includingverbal-based, pictorial-based, and animated-based virtual experience types, which affect socializing,entertainment and self-status seeking motivations to use social media. Application of the specific onlinecontent formats to the particular social media gratification is supposed to improve the effectiveness andefficiency of elaboration and implementation of consumer communication programs and customer relationshipstrategy in achieving marketing and sales targets.

The substantial growth and development of social media for the past twenty years motivate scholars to advance marketing theory and practice. Hitherto, despite numerous studies, no systemized theoretical platform for marketing explorations in social media is recognized. Even different terms such as social networks and social media are employed interchangeably. This study analyses the historical background of social media and theories applied for marketing research, clarifies the term of social media, suggests a classification for extant theories used for current marketing investigations in the social media context, and demonstrates a need for elaboration of systemized marketing theory of social media to enhance the effectiveness of marketing explorations and practices.