Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality
© 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 an...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Elsevier
2017
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| Online Access: | http://hdl.handle.net/20.500.11937/61795 |
| _version_ | 1848760729613631488 |
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| author | Tajvidi, M. Wang, Y. Hajli, N. Love, Peter |
| author_facet | Tajvidi, M. Wang, Y. Hajli, N. Love, Peter |
| author_sort | Tajvidi, M. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | © 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. |
| first_indexed | 2025-11-14T10:20:24Z |
| format | Journal Article |
| id | curtin-20.500.11937-61795 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:20:24Z |
| publishDate | 2017 |
| publisher | Elsevier |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-617952018-02-01T05:55:52Z Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality Tajvidi, M. Wang, Y. Hajli, N. Love, Peter © 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. 2017 Journal Article http://hdl.handle.net/20.500.11937/61795 10.1016/j.chb.2017.11.006 Elsevier restricted |
| spellingShingle | Tajvidi, M. Wang, Y. Hajli, N. Love, Peter Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality |
| title | Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality |
| title_full | Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality |
| title_fullStr | Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality |
| title_full_unstemmed | Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality |
| title_short | Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality |
| title_sort | brand value co-creation in social commerce: the role of interactivity, social support, and relationship quality |
| url | http://hdl.handle.net/20.500.11937/61795 |