| Summary: | This dissertation attempts to investigate the relationship between eWOM on Chinese social media, customer trust, and value co-creation. Data was collected through a series of interviews with sixteen individuals who are frequent users of Chinese social media and have value co-creation experiences. The research was conducted by semi-structured interviews following an interview guide covers the main topic and interviewees own experience. In this study, a thematic analysis was adopted to analyse the interview data.
This research reveals Chinese consumers’ opinions for eWOM on Chinese social media from positive and negative perspectives. It is also explored consumers'motivation for value co-creation. Meanwhile, because of the culture difference and different social media environments, Chinese consumers held some new perspectives for the relationship between eWOM on social media, customer trust, and value co-creation. Its findings have implications for future research and current understanding of how these three variables interact with each other.
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