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Lookup NU author(s): Dr Yichuan Wang, Dr Nick Hajli
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© 2018 Association for Information Systems. All rights reserved. Social commerce is a new concept in consumer activity which has emerged through the phenomenon of social media. Social commerce platform tends to create an environment where consumers can interact with users and marketer. Also, it has been portrayed as a means of managing brands for businesses. This research explores the relationships among social interaction, social support, relationship quality, and consumers' intention to co-create brand value with applying social support and relationship marketing theories. Empirical data were collected from a social networking website in China. The results demonstrate that social commerce interactions, specifically, user perspective and marketer perspective, positively affect social support and in turn, intention to co-create brand value. Social support positively affects relationship quality. This study provides new insights by proposing a model of co-create brand through social commerce interactions.
Author(s): Tajvidi M, Wang Y, Hajli N
Publication type: Conference Proceedings (inc. Abstract)
Publication status: Published
Conference Name: 24th Americas Conference on Information Systems 2018: Digital Disruption, AMCIS 2018
Year of Conference: 2018
Acceptance date: 16/08/2018
Publisher: Association for Information Systems
URL: https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1368&context=amcis2018
Library holdings: Search Newcastle University Library for this item
ISBN: 9780996683166
