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Co-Creating Brand Value through Social Commerce

Lookup NU author(s): Dr Yichuan Wang

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Abstract

© 2015, IGI Global. All rights reserved. This chapter looks at the opportunities of social commerce for branding. The chapter examines social commerce constructs and their impact on brand development. The results of this empirical study show that both social factors and social commerce constructs have positive effects on co-creating brand value intention. This study also highlights the moderating effect of privacy concern between social commerce constructs and co-creating brand value. Contribution of this chapter is the combination of social media, social commerce, and social support in branding strategies, which produce co-creating brand value strategies. The chapter also provides practical implications for the market to develop co-creating brand value strategies through social commerce.


Publication metadata

Author(s): Wang Y, Hajli N

Publication type: Book Chapter

Publication status: Published

Book Title: Handbook of Research on Integrating Social Media into Strategic Marketing

Year: 2015

Pages: 17-33

Print publication date: 30/04/2015

Acceptance date: 01/01/1900

Publisher: IGI Global

URL: http://doi.org/10.4018/978-1-4666-8353-2.ch002

DOI: 10.4018/978-1-4666-8353-2.ch002

Library holdings: Search Newcastle University Library for this item

ISBN: 9781466683549


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