We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective.
- Authors
Wang, Xuequn; Tajvidi, Mina; Lin, Xiaolin; Hajli, Nick
- Abstract
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.
- Subjects
BRAND equity; CUSTOMER cocreation; BRAND communities; VALUE creation; CUSTOMER relations; MARKETING ethics; INTERNET privacy
- Publication
Journal of Business Ethics, 2020, Vol 167, Issue 1, p137
- ISSN
0167-4544
- Publication type
Article
- DOI
10.1007/s10551-019-04182-z