Journal
COMPUTERS IN HUMAN BEHAVIOR
Volume 115, Issue -, Pages -Publisher
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.chb.2017.11.006
Keywords
Social commerce; Brand value co-creation; Interactivity; Social support; Relationship quality
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This study proposes a model of brand value co-creation by integrating interactivity, social support, and relationship quality, and validates it using empirical data. The results demonstrate that consumer-consumer interaction positively affects social support on social networking websites, enhancing consumers' intention to co-create brand value.
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. (c) 2017 Elsevier Ltd. All rights reserved.
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