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

    Access Status
    Fulltext not available
    Authors
    Tajvidi, M.
    Wang, Y.
    Hajli, N.
    Love, Peter
    Date
    2017
    Type
    Journal Article
    
    Metadata
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    Citation
    Tajvidi, M. and Wang, Y. and Hajli, N. and Love, P. 2017. Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality. Computers in Human Behavior.
    Source Title
    Computers in Human Behavior
    DOI
    10.1016/j.chb.2017.11.006
    ISSN
    0747-5632
    School
    School of Civil and Mechanical Engineering (CME)
    URI
    http://hdl.handle.net/20.500.11937/61795
    Collection
    • Curtin Research Publications
    Abstract

    © 2017 Elsevier Ltd. 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.

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