Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality
MetadataShow full item record
© 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.
Showing items related by title, author, creator and subject.
Rabbanee, Fazlul ; Sadeque, Saalem; Swapan, Mohammad (2019)City branding is an important activity of the governing authorities of the cities around the world. While extant literature on urban governance highlights the significance of residents’ role in the development and managing ...
Ferguson, Graham; Lau, K.; Phau, Ian (2016)Purpose: Focusing on symbolic brands, this paper aims to re-test whether perceived â€~fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the ...
Roy, Rajat; Chau, Ryan (2011)Purpose: The purpose of this research is to explore how a successful global and a local brand may compete side by side in an existing market place based on consumer‐based brand equity and consumers' status‐seeking motivation ...