Semantic Scholar Open Access 2020 311 sitasi

Brand co-creation through social commerce information sharing: The role of social media

Mina Tajvidi M. Richard Yichuan Wang Nick Hajli

Lihat Sumber DOI

Abstrak

Abstract Consumers are empowered to exert influence on brands through social networking sites (SNSs), which make it possible for consumers to become active content creators in their relationship with firms. To further understand brand value co-creation, we use the socio-technical theory to build a model of brand co-creation with key antecedents−social commerce information sharing, social support, and relationship quality, with privacy concerns as a moderator. Through an empirical study, we found that social commerce information sharing, social support and relationship quality positively affect brand co-creation directly/indirectly and privacy concerns moderate the effects of social commerce information sharing on brand co-creation. This article contributes to the literature on the value co-creation paradigm and social commerce by: 1) developing the concept of brand co-creation in social commerce; 2) explaining how consumers engage in online brand co-creation activities; 3) arguing that privacy concerns may hamper the effects of brand co-creation. Our study provides an innovative approach to brand management practices in today's marketplace.

Topik & Kata Kunci

Business

Penulis (4)

Mina Tajvidi

M. Richard

Yichuan Wang

Nick Hajli

Format Sitasi

APA MLA BibTeX

Tajvidi, M., Richard, M., Wang, Y., Hajli, N. (2020). Brand co-creation through social commerce information sharing: The role of social media. https://doi.org/10.1016/J.JBUSRES.2018.06.008

Akses Cepat

Lihat di Sumber doi.org/10.1016/J.JBUSRES.2018.06.008

Informasi Jurnal

Tahun Terbit: 2020
Bahasa: en
Total Sitasi: 311×
Sumber Database: Semantic Scholar
DOI: 10.1016/J.JBUSRES.2018.06.008
Akses: Open Access ✓