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Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality

Lookup NU author(s): Dr Mina Tajvidi, Dr YiChuan Wang

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).

Abstract

A model of brand value co-creation by integrating its the antecedents of interactivity, social support, and relationship quality is proposed. Empirical data was collected from the brand pages from a social networking website in China. Structural equation modelling was adopted to analyze the data. The results demonstrate that interactivity, specifically, consumer-consumer interaction and consumer-seller interaction, positively affects social support, which in turn enhances consumers’ intention to co-create brand value. The research contributes to the extant literature by providing an underlying understanding of how customers engage in brand value co-creation activities within social commerce context.

Publication metadata

Author(s): Tajvidi M, Wang Y, Hajli N, Love PED

Publication type: Article

Publication status: Published

Journal: Computers in Human Behavior

Year: 2021

Volume: 115

Print publication date: 01/02/2021

Online publication date: 08/11/2017

Acceptance date: 05/11/2017

Date deposited: 06/11/2017

ISSN (print): 0747-5632

ISSN (electronic): 0747-5632

Publisher: Elsevier

URL: https://doi.org/10.1016/j.chb.2017.11.006

DOI: 10.1016/j.chb.2017.11.006

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