Social Media Co-creation Strategy for SMEs: Key Stakeholders Perspectives in Egypt Fashion Industry

This paper presents an in-depth examination of how fashion SMEs in Egypt could exploit social media for co-creation and customer engagement. This paper investigates the strategy from different stakeholders' perspectives while concentrating on the customer as the focus of the brands' social media strategy. This paper employed a qualitative approach through interviews with consultants and marketingmanagers aswell aswith influencers and fashion designers. Besides, focus groups were carried out with customers. Five themes were concluded for a successful social media co-creation strategy. The results will help academic researchers in providing a foundational framework for customer engagement for value co-creation. Besides, incorporating the influencers dimension in the co-creation strategy has not been examined in the literature, hence providing a complete scenario.