Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality
Mina Tajvidia, Yichuan Wanga✉, Nick Hajlib, Peter E.D. Lovec
- aNewcastle University Business School, Newcastle University, United Kingdom
- bSchool of Management, Swansea University, United Kingdom
- cSchool of Civil and Mechanical Engineering, Curtin University, Bentley, Western Australia, Australia
- ✉Corresponding author
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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 of a social networking website in China. Structural equation modeling 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.
TL;DRThe 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. (Semantic Scholar)