Deciphering the role of e-marketing communication and diffusion of innovation theory towards value co-creation and firm strategic performance during COVID-19 pandemic

The proliferation of technology has led organisations to use innovative technology to manage customers and services provider relationship. Although e-marketing is found cutting-edge innovative communication tool however, firms have remained unsuccessful to get maximum benefits using e-marketing. Therefore, current research has paid attention towards factors which create value co creation and boost firm strategic performance. The research framework integrates e-marketing elements and diffusion of innovation theory altogether and determine value co creation. Data were analysed with structural equation modelling approach (SEM). Findings revealed substantial variance R2 61% in value co creation. Similarly, the predictive power was tested with Geiser Stone analysis Q2 and indicated substantial power to predict value co creation 46.1% and firm strategic performance 15.4%. The findings of this study suggest that managers and policy makers should pay attention on organisational readiness, personal sale, internet marketing and innovativeness to construct value co creation resulting foster firm strategic performance.