Co-Creating Brand Value through Social Commerce

Wang, Y; Hajli, N

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

Co-Creating Brand Value through Social Commerce

Downloads

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

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.