Paper Info
Title
Winning Engaged Consumers: The Rules Of Brand Engagement And Intention Of Co-Creation In Social Commerce
Abstract
Purpose Under the sunlight of social commerce, few concepts have blossomed like value co-creation. But when blurred strategies are implemented, the opportunity to wilt a brand is high. To avoid the miscues and the controversies, an ascendant step is to engage consumers with social commerce sites. The purpose of this paper is to propose three antecedents to engage consumers with social commerce sites, namely, social support, social commerce value and social commerce information sharing, and the effect of brand engagement on the intention of brand co-creation.Design/methodology/approach This study used survey data from 234 Iranians with experience using social commerce sites. Variance-based structural equation modeling using the partial least squares path modeling approach was adopted to analyze the structural model.Findings The authors found that social support, social commerce value and social commerce information sharing positively foster brand engagement. The study also revealed that brand engagement is a significant predictor of brand co-creation intention.Originality/value The study is the first study that considers and explains brand engagement from social support theory, social commerce value theory and social commerce information exchange. Also, the study shows how consumers can be an integral part of a brand. Unlike other studies which were done in industrialized countries, this study was employed in Iran.
Year
DOI
Venue
2020
10.1108/ITP-09-2018-0415
INFORMATION TECHNOLOGY & PEOPLE
Keywords
DocType
Volume
Co-creation, Brand engagement, Information exchange, Perceived value, Social media, Social support, Social networking, Social commerce
Journal
33
Issue
ISSN
Citations 
2
0959-3845
0
PageRank 
References 
Authors
0.34
0
5
Name
Order
Citations
PageRank
Saleh Bazi100.34
Alireza Hajli200.34
Nick Hajli3848.15
Mohana Shanmugam431.05
Xiaolin Lin563.77