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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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    9. Kyung Yun Hwang & Eul Hyun Sung & Temitayo Shenkoya, 2022. "The Mediating and Combined Effects of Trust and Satisfaction in the Relationship between Collaboration and the Performance of Innovation in Industry—Public Research Institute Partnerships," Sustainability, MDPI, vol. 14(4), pages 1-18, February.
    10. Michael Owusu-Kyei & Yusheng Kong & Michael Owusu Akomeah & Stephen Owusu Afriyie, 2023. "Corporate Governance and Total Quality Management Implementation in The Telecom Sector, Ghana," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(2), pages 141-157, February.
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    13. Anthony Okoeguale, 2023. "Brand Value Co-creation Revisited: A Critical Review of Studies," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, March.
    14. Davlembayeva, Dinara & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "Sharing economy platforms: An equity theory perspective on reciprocity and commitment," Journal of Business Research, Elsevier, vol. 127(C), pages 151-166.
    15. Mou, Jian & Benyoucef, Morad, 2021. "Consumer behavior in social commerce: Results from a meta-analysis," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    16. Nadeem, Waqar & Tan, Teck Ming & Tajvidi, Mina & Hajli, Nick, 2021. "How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    17. Zsófia Tóth & Robert Caruana & Thorsten Gruber & Claudia Loebbecke, 2022. "The Dawn of the AI Robots: Towards a New Framework of AI Robot Accountability," Journal of Business Ethics, Springer, vol. 178(4), pages 895-916, July.
    18. Sunanda Nayak & Vijay Pereira & Bahar Ali Kazmi & Pawan Budhwar, 2024. "To Buy or Not to Buy? Exploring Ethical Consumerism in an Emerging Market—India," Journal of Business Ethics, Springer, vol. 191(4), pages 811-835, May.
    19. Shahla Akram & Zahid Pervaiz, 2024. "The role of institutions and social inclusion in trust building," Quality & Quantity: International Journal of Methodology, Springer, vol. 58(4), pages 3887-3903, August.

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