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Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective

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, 2019.

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

Publication metadata

Author(s): Wang X, Tajvidi M, Lin X, Hajli N

Publication type: Article

Publication status: Published

Journal: Journal of Business Ethics

Year: 2019

Pages: epub ahead of print

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


DOI: 10.1007/s10551-019-04182-z


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