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

Xuequn Wang (), Mina Tajvidi (), Xiaolin Lin () and Nick Hajli ()
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Xuequn Wang: Murdoch University
Mina Tajvidi: Newcastle University
Xiaolin Lin: West Texas A&M University
Nick Hajli: Swansea University

Journal of Business Ethics, 2020, vol. 167, issue 1, No 11, 137-152

Abstract: 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.

Keywords: Social commerce; Brand value co-creation; Privacy; Trust-commitment theory; Consumer-peer interaction; Collaborative norms (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (21)

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DOI: 10.1007/s10551-019-04182-z

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