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- Title
BRAND VALUE CO-CREATION IN THE SOCIAL COMMERCE ERA: EMPIRICAL EVIDENCE FROM IRAN.
- Authors
Rezaei, Saeid; Hajli, Nick; Gbadamosi, Ayantunji; Aghaali, Niloofar; Featherman, Mauricio S.
- Abstract
Brand value co-creation occurs when customers provide informational input to brand owners, which can be used to develop, refine or extend brands. Brand co-creation is an attractive and inexpensive marketing strategy for firms entering new markets and developing new brand meanings. The upward trend in social media use has transformed ecommerce by adding social support and information sharing features, resulting in social commerce. This research tests a framework that examines the e-commerce opportunities for firms from a branding perspective. Using a survey of Iranian consumers, SEM- PLS was used to analyse the data. Results provide new insights for a strategic approach to social media use in relation to the firm's value co-creation objective. The results confirm the research model and emphasise the importance of social commerce constructs, social support, and relationship quality in brand value cocreation. The theoretical and practical implications are provided.
- Subjects
IRAN; CUSTOMER cocreation; BRAND equity; SOCIAL values; BRANDING (Marketing); MARKETING strategy; STOCK-keeping unit; LABELS
- Publication
Journal of Electronic Commerce Research, 2021, Vol 22, Issue 1, p46
- ISSN
1938-9027
- Publication type
Article