Lifestyle evangelism in urban Co-living spaces: the role of social connectedness and relational dynamics among tourists

Purpose This study examines how social connectedness fosters lifestyle evangelism among tourists in urban co-living spaces through relational dynamics, and thereby advancing theoretical understanding of behavioral propagation in co-living communities. Design/methodology/approach Data were collected from 408 tourists across co-living spaces in Bali, Jakarta, and Yogyakarta using a structured questionnaire. Partial least squares structural equation modeling (PLS-SEM) was employed to test hypothesized relationships grounded in Social Exchange Theory (SET). Findings Social connectedness significantly enhances dependency, personal proximity, and shared interests, and directly influences lifestyle evangelism. While dependency does not drive evangelism, personal proximity and, especially, shared interest emerge as key mediators. Shared interest exhibits the strongest indirect effect, underscoring its role as a conduit for value transmission. Practical implications Findings call for expanding SET to include identity-based and affective dimensions in fluid, peer-driven environments. The study highlights the need for longitudinal and cross-cultural research to assess the generalizability of findings. For practitioners, co-living operators should design structured communal activities that cultivate shared interests and emotional intimacy, thereby organically stimulating resident-led advocacy and enhancing community sustainability and brand reach. Originality/value This study retheorizes lifestyle evangelism as a socially embedded process, integrating SET with relational dynamics to reveal the “invisible architecture” of influence in co-living communities. It challenges assumptions about homophily and dependency, demonstrating that perceived commonality is fostered by connectedness rather than pre-existing similarity.