Article: Social media communication and customer well-being in online travel retailing platforms Journal: International Journal of Electronic Marketing and Retailing (IJEMR) 2026 Vol.18 No.8 pp.1 - 20 Abstract: This study examines how social media communication in online travel retailing platforms relates to customer well-being through value co-creation and affective experience. A cross-sectional survey of 210 Generation Z users in Greater Jakarta was analysed using partial least squares structural equation modelling. Service provider and user-generated social media communication were positively associated with value co-creation, which was positively associated with affective experiential state and, in turn, customer well-being. The indirect association between value co-creation and well-being through affective experience was significant, while measurement diagnostics supported discriminant validity. The findings indicate that digital communication becomes beneficial when it enables participatory clarity and positive affect rather than merely increasing content exposure. The study contributes to electronic marketing and retailing by explaining how provider and peer communication support customer well-being through a co-created and affective service journey, while recognising information overload and digital fatigue as relevant boundary conditions. Inderscience Publishers - linking academia, business and industry through research

Title: Social media communication and customer well-being in online travel retailing platforms

Authors: Puspita Chairun Nisa; Arief Kusuma Among Praja; Lia Amalia; Endang Ruswanti

Addresses: Faculty of Economics and Business, Universitas Esa Unggul, Jakarta 11510, Indonesia ' Faculty of Economics and Business, Universitas Esa Unggul, Jakarta 11510, Indonesia ' Faculty of Economics and Business, Universitas Esa Unggul, Jakarta 11510, Indonesia ' Faculty of Economics and Business, Universitas Esa Unggul, Jakarta 11510, Indonesia

Abstract: This study examines how social media communication in online travel retailing platforms relates to customer well-being through value co-creation and affective experience. A cross-sectional survey of 210 Generation Z users in Greater Jakarta was analysed using partial least squares structural equation modelling. Service provider and user-generated social media communication were positively associated with value co-creation, which was positively associated with affective experiential state and, in turn, customer well-being. The indirect association between value co-creation and well-being through affective experience was significant, while measurement diagnostics supported discriminant validity. The findings indicate that digital communication becomes beneficial when it enables participatory clarity and positive affect rather than merely increasing content exposure. The study contributes to electronic marketing and retailing by explaining how provider and peer communication support customer well-being through a co-created and affective service journey, while recognising information overload and digital fatigue as relevant boundary conditions.

Keywords: electronic marketing; electronic retailing; social media marketing; online travel platforms; value co-creation; affective experience; customer well-being; generation Z; Indonesia.

DOI: 10.1504/IJEMR.2026.157098

International Journal of Electronic Marketing and Retailing, 2026 Vol.18 No.8, pp.1 - 20

Received: 08 May 2026
Accepted: 12 Jul 2026
Published online: 19 Oct 2026 *

Title: Social media communication and customer well-being in online travel retailing platforms

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