We explore how young, educated consumers in a collectivist emerging market, utilize social media (SM) to increase self-esteem through interaction with retailers and achieve emotional well-being. Primary data were collected in Vietnam through a survey. 192 responses were analyzed using PLS-SEM. The findings show that SM provides an online space for value co-creation, where young consumers feel more closely connected with the service provider and express themselves to retailers. Close interaction via a retailer’s mediation “responsiveness” facilitates consumer learning and provides opportunities for consumers to convert initial knowledge to second stage knowledge through conversion. In the process of mediation and interaction, SM is used to facilitate the learning cycle. Also, retailers apply the value-in-use concept by adapting relevant information to better suit a particular individual’s needs. This imbues a sense of self confidence and results in consumers gaining self-esteem.

A secure digital platform (SDP) can provide B2B marketers with confidence to use communications technology (CT) and engage in information sharing that facilitates resource utilization. Interlinked digital platforms constitute the company’s ecosystem and barriers in the form of a lack of skills and knowledge in relation to governance and compliance can be overcome through organizational intervention that is external to an individual’s capability of control. A framework for an SDP was developed by utilizing network theory and data were collected via an online survey and analysed (n=207) using SEM, AMOS. Organizational intervention through an SDP can help B2B marketers to increase the organization’s resource capability through improved interaction. It can also help individuals to become pro-actively compliant and be less at risk from various threats (e.g., fake news) as the organization provides a safer digital environment.