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.

应用保护动机理论，本研究的目的是调查大流行环境下社交媒体对客户品牌参与度（CBE）的影响及其对共同创造和重访意向的影响。这项研究还研究了对COVID-19的恐惧和感知风险对社交媒体，CBE和共同创造/重访意图之间联系的适度影响，从而进一步为现有文献做出了贡献。采用偏最小二乘结构方程模型（PLS-SEM）来检查从查mu /克什米尔主要旅游目的地收集的数据。研究结果表明，社交媒体对CBE产生了积极而显着的影响，进而影响了COVID-19时代的共同创造和重访意愿。其次，调查结果发现CBE对共同创造和重访意图的积极影响。第三，研究结果表明，社交媒体对通过CBE进行的共创和重访意图的间接影响。因此，在大流行中CBE升高的情况下，社交媒体对共同创造和重访意图的影响更加突出。最后，对COVID-19的恐惧和感知到的风险会消极地缓解社交媒体，CBE和共同创造/重访意图之间的联系。本研究以分析和进一步研究机会所产生的关键意义作为结论。和共同创造/重访意向。本研究以分析和进一步研究机会所产生的关键意义作为结论。和共同创造/重访意向。本研究以分析和进一步研究机会所产生的关键意义作为结论。