Co-Creating Brand Value through Social Commerce

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Author(s): Yichuan Wang (Auburn University, USA)and Nick Hajli (Newcastle University, UK)
Copyright: 2015
Pages: 18
Source title: Handbook of Research on Integrating Social Media into Strategic Marketing
Source Author(s)/Editor(s): Nick Hajli (Newcastle University Business School, UK)
DOI: 10.4018/978-1-4666-8353-2.ch002

Keywords: Business Science Reference / Marketing / Media & Communications / Social Networking

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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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Co-Creating Brand Value through Social Commerce

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