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Lookup NU author(s): Dr Mina Tajvidi, Dr Nick Hajli
This is the authors' accepted manuscript of an article that has been published in its final definitive form by Springer Netherlands, 2020.
For re-use rights please refer to the publisher's terms and conditions.
Firms have been increasingly using social commerce platforms to engage with customers and support their brand value co-creation. While social commerce is now bringing a variety of benefits to business, it has also challenged marketing ethics surrounding online consumer privacy. Drawing on the trust-commitment theory, we develop a model that aims to create an ethical and trustworthy social commerce community for brand value co-creation by examining the impacts of online consumer privacy concerns (namely privacy risk and privacy control) and social interaction constructs (namely consumer-peer interaction and collaborative norms) on consumers’ psychological reactions. Using an empirical study, we find that: (1) privacy risk, privacy control, and collaborative norms significantly influence consumers’ trust; (2) consumer-peer interaction and collaborative norms are positively related to relationship commitment; and (3) relationship commitment and trust positively affect consumers’ brand value co-creation in the context of social commerce. Theoretical and practical implications are discussed
Author(s): Wang X, Tajvidi M, Lin X, Hajli N
Publication type: Article
Publication status: Published
Journal: Journal of Business Ethics
Year: 2020
Volume: 167
Pages: 137-152
Print publication date: 01/11/2020
Online publication date: 22/05/2019
Acceptance date: 02/04/2018
Date deposited: 14/06/2019
ISSN (print): 0167-4544
ISSN (electronic): 1573-0697
Publisher: Springer Netherlands
URL: https://doi.org/10.1007/s10551-019-04182-z
DOI: 10.1007/s10551-019-04182-z
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