Toggle Main Menu Toggle Search

Open Access padlockePrints

Co-Creation in Branding through Social Commerce: The Role of Social Support, Relationship Quality and Privacy Concerns

Lookup NU author(s): Dr Yichuan Wang, Dr Nick Hajli

Downloads

Full text for this publication is not currently held within this repository. Alternative links are provided below where available.


Abstract

Consumers have become increasingly empowered to exert influence on brands through online communities. Social media make consumers not only to be passive information users, but active content creators in the value creation process in online marketplaces. We examined social commerce constructs and their impact on brand development. Empirical data was collected via a questionnaire and analyzed using SEM-PLS. The results show that both relationship quality and social commerce constructs have positive effects on co-branding intention. Social commerce constructs and social support positively affect relationship quality, highlighting the stronger effect of social support on relationship quality. Social commerce constructs also positively affect social support and its most influence is on co-branding intention. Finally, this research confirms the moderating effect of privacy concern between social commerce constructs and co-branding. The contributions of this study provide new insights into marketing and brand management literature by proposing an initial model of social commerce.


Publication metadata

Author(s): Wang Yichuan, Hajli Nick

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: AMCIS 2014

Year of Conference: 2014

Online publication date: 09/08/2014

Acceptance date: 01/01/1900

Publisher: AIS Library

URL: http://aisel.aisnet.org/amcis2014/VirtualCommunities/GeneralPresentations/2/

Notes: Co-creating in branding; social support; relationship quality; social commerce constructs; privacy concerns; SEM-PLS.

Library holdings: Search Newcastle University Library for this item

ISBN: 9780692253205


Share