Demystifying the effects of perceived risk and fear on customer engagement, co-creation and revisit intention during COVID-19: A protection motivation theory approach

Applying protection motivation theory, the purpose of this study is to investigate the effects of social media on customer brand engagement (CBE) and their consequent impact on co-creation and revisit intention in pandemic environment. This study also examines the moderation impact of fear of COVID-19 and perceived risk on associations between social media, CBE, and co-creation/revisit intention, thus further contributing to existing literature. Partial least squares structural equation modeling (PLS-SEM) was adopted to examine the data collected from key tourism-destinations in Jammu/Kashmir. The findings propose that social media positively and significantly effects the CBE, which subsequently affects co-creation and revisit intention in COVID-19 times. Second, findings found that CBE's positive impact on co-creation and revisit intention. Third, findings indicated the social media's indirect effect on co-creation and revisit intention, as mediated via CBE. Thus, social media's effect on co-creation and revisit intention are more prominent under elevated CBE in pandemics. Finally, fear of COVID-19 and perceived risk negatively moderates the linkage between social media, CBE, and co-creation/revisit intention. This study concludes with key implications arising from the analyses and further research opportunities.