Brand Value Co-Creation in the Social Commerce Era: Empirical Evidence From Iran

Article


Rezaei, S., Hajli, N., Gbadamosi, A., Aghaali, N. and Featherman, M. S. 2021. Brand Value Co-Creation in the Social Commerce Era: Empirical Evidence From Iran. Journal of Electronic Commerce Research. 22 (1), pp. 46-58.
AuthorsRezaei, S., Hajli, N., Gbadamosi, A., Aghaali, N. and Featherman, M. 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 e-commerce 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 co-creation. The theoretical and practical implications are provided.

JournalJournal of Electronic Commerce Research
Journal citation22 (1), pp. 46-58
ISSN1526-6133
Year2021
PublisherCollege of Business, California State University Long Beach
Accepted author manuscript
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Web address (URL)http://www.jecr.org/node/622
Publication dates
OnlineFeb 2021
Publication process dates
Accepted25 Jan 2021
Deposited15 Mar 2021
Copyright holder© 2021 JECR
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