Social commerce which emphasizes the importance of customer social networks has attracted increasing research attention. However, most previous studies in this area have focused on purchase decisions, and neglected that other customer behaviors can also benefit firms such as brand value co-creation. Despite that the marketing literature has recognized the important role of customers in brand value co-creation, little research has investigated what factors can contribute to customers’ brand value co-creation in social commerce. As social commerce facilitates the social interactions among customers and between customers and marketers, this research tries to explore customers’ brand value co-creation in social commerce from two dimensions: other customers and the marketer. It extends our understanding on social commerce by showing how community influences and marketers’ message framing can impact customers’ intention to co-create brand value in social commerce.
Ma, Teng; Guan, Zhengzhi; Li, Boying; Hou, Fangfang; and Chong, Alain Yee-Loong, "Importance of Community Influence and Meter Message on Brand Value Co-creation: a Study In Social Commerce Research - in - Progress" (2018). CONF-IRM 2018 Proceedings. 32.