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Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective

Author

Listed:
  • Xuequn Wang

    (Murdoch University)

  • Mina Tajvidi

    (Newcastle University)

  • Xiaolin Lin

    (West Texas A&M University)

  • Nick Hajli

    (Swansea University)

Abstract

Firms have been increasingly using social commerce platforms to engage with customers and support their brand value co-creation. While social commerce is now bringing a variety of benefits to business, it has also challenged marketing ethics surrounding online consumer privacy. Drawing on the trust-commitment theory, we develop a model that aims to create an ethical and trustworthy social commerce community for brand value co-creation by examining the impacts of online consumer privacy concerns (namely privacy risk and privacy control) and social interaction constructs (namely consumer-peer interaction and collaborative norms) on consumers’ psychological reactions. Using an empirical study, we find that: (1) privacy risk, privacy control, and collaborative norms significantly influence consumers’ trust; (2) consumer-peer interaction and collaborative norms are positively related to relationship commitment; and (3) relationship commitment and trust positively affect consumers’ brand value co-creation in the context of social commerce. Theoretical and practical implications are discussed.

Suggested Citation

  • Xuequn Wang & Mina Tajvidi & Xiaolin Lin & Nick Hajli, 2020. "Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective," Journal of Business Ethics, Springer, vol. 167(1), pages 137-152, November.
    • Handle: RePEc:kap:jbuset:v:167:y:2020:i:1:d:10.1007_s10551-019-04182-z
    DOI: 10.1007/s10551-019-04182-z
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