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Towards an ethical and trustworthy social commerce community for brand value co-creation: A trust-commitment perspective
Journal article   Peer reviewed

Towards an ethical and trustworthy social commerce community for brand value co-creation: A trust-commitment perspective

X. Wang, M. Tajvidi, X. Lin and N. Hajli
Journal of Business Ethics, Vol.167, pp.137-152
2020
DOI: https://doi.org/10.1007/s10551-019-04182-z
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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.

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56 Times Cited - Web of Science

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Collaboration types
Domestic collaboration
International collaboration
Citation topics
6 Social Sciences
6.3 Management
6.3.65 Consumer Behavior
Web Of Science research areas
Business
Ethics
ESI research areas
Economics & Business
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