Engage to co-create! The drivers of brand co-creation on social commerce

IF 3.6 3区管理学 Q2 BUSINESS

Marketing Intelligence & Planning Pub Date : 2024-03-12 DOI:10.1108/mip-05-2023-0204

Saiyara Nibras, Tjong Andreas Gunawan, Garry Wei-Han Tan, Pei-San Lo, Eugene Cheng-Xi Aw, Keng-Boon Ooi

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引用次数: 0

Abstract

Purpose

Consumers nowadays are no longer bystanders in the process of production but are proactive collaborators with the power to co-create value with brands. This study aims to explore the impact of social commerce on the co-creation process of brand value in a social commerce setting.

Design/methodology/approach

A questionnaire survey was conducted online to gather 300 eligible responses. The data were empirically validated using the partial least squares structural equation modelling (PLS-SEM) method.

Findings

The results indicated that brand engagement (BEN) is vital to brand co-creation (BCC) in social commerce, which could be driven by social-hedonic value (SHV) and social information sharing (SIS).

Research limitations/implications

This study stresses the influence of consumer autonomy in the process of BCC by probing the role of SIS. Moreover, by considering the prevailing trend in social media, this study offers a nuanced perspective on the values of social commerce from the viewpoint of SHV.

Practical implications

This study may serve as a useful guide for practitioners to improve their digital outreach strategy on social commerce to forge stronger relationships, encourage further engagements and promote value co-creation within their brand community.

Originality/value

This examines the effect of relationship quality (RQU) and BEN on BCC through a relational viewpoint.

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参与共创！社交商务中品牌共创的驱动力

目的如今，消费者不再是生产过程的旁观者，而是积极主动的合作者，他们有能力与品牌共同创造价值。本研究旨在探讨社交商务对社交商务环境下品牌价值共创过程的影响。设计/方法/途径通过在线问卷调查收集了 300 份符合条件的回复。研究结果表明，品牌参与（BEN）对社交商务中的品牌共创（BCC）至关重要，而品牌共创可由社交调和价值（SHV）和社交信息共享（SIS）驱动。研究局限/意义本研究通过探究 SIS 的作用，强调了消费者自主性在 BCC 过程中的影响。此外，通过考虑社交媒体的流行趋势，本研究还从 SHV 的角度对社交商务的价值提供了一个细致入微的视角。本研究可为从业者提供有用的指导，帮助他们改进社交商务的数字推广策略，以建立更牢固的关系、鼓励进一步参与并促进品牌社区内的价值共创。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Marketing Intelligence & Planning BUSINESS-

CiteScore

8.00

自引率

9.10%

发文量

期刊介绍： Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.