Brand Value Co-Creation in the Social Commerce Era: Empirical Evidence From Iran
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.
|Authors||Rezaei, S., Hajli, N., Gbadamosi, A., Aghaali, N. and Featherman, M. S.|
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.
|Journal||Journal of Electronic Commerce Research|
|Journal citation||22 (1), pp. 46-58|
|Publisher||College of Business, California State University Long Beach|
|Accepted author manuscript|
File Access Level
|Web address (URL)||http://www.jecr.org/node/622|
|Publication process dates|
|Accepted||25 Jan 2021|
|Deposited||15 Mar 2021|
|Copyright holder||© 2021 JECR|
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