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

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Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality
Computers in Human Behavior ( IF 8.957 ) Pub Date : 2021-02-01 , DOI: 10.1016/j.chb.2017.11.006
Mina Tajvidi , Yichuan Wang , Nick Hajli , Peter E.D. Love

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.

更新日期：2021-02-01

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