Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality
|dc.identifier.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.|
© 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.
|dc.title||Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality|
|dcterms.source.title||Computers in Human Behavior|
|curtin.department||School of Civil and Mechanical Engineering (CME)|
|curtin.accessStatus||Fulltext not available|
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