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Co-Creating Brand Value through Social Commerce

Co-Creating Brand Value through Social Commerce

Yichuan Wang, Nick Hajli
Copyright: © 2015 |Pages: 18
ISBN13: 9781466683532|ISBN10: 1466683538|EISBN13: 9781466683549
DOI: 10.4018/978-1-4666-8353-2.ch002
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MLA

Wang, Yichuan, and Nick Hajli. "Co-Creating Brand Value through Social Commerce." Handbook of Research on Integrating Social Media into Strategic Marketing, edited by Nick Hajli, IGI Global, 2015, pp. 17-34. https://doi.org/10.4018/978-1-4666-8353-2.ch002

APA

Wang, Y. & Hajli, N. (2015). Co-Creating Brand Value through Social Commerce. In N. Hajli (Ed.), Handbook of Research on Integrating Social Media into Strategic Marketing (pp. 17-34). IGI Global. https://doi.org/10.4018/978-1-4666-8353-2.ch002

Chicago

Wang, Yichuan, and Nick Hajli. "Co-Creating Brand Value through Social Commerce." In Handbook of Research on Integrating Social Media into Strategic Marketing, edited by Nick Hajli, 17-34. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8353-2.ch002

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Abstract

This chapter looks at the opportunities of social commerce for branding. The chapter examines social commerce constructs and their impact on brand development. The results of this empirical study show that both social factors and social commerce constructs have positive effects on co-creating brand value intention. This study also highlights the moderating effect of privacy concern between social commerce constructs and co-creating brand value. Contribution of this chapter is the combination of social media, social commerce, and social support in branding strategies, which produce co-creating brand value strategies. The chapter also provides practical implications for the market to develop co-creating brand value strategies through social commerce.

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