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

Wang, X.ORCID: 0000-0002-1557-8265, Tajvidi, M., Lin, X. and Hajli, N. (2019) Towards an ethical and trustworthy social commerce community for brand value co-creation: A trust-commitment perspective. Journal of Business Ethics . In Press.

Link to Published Version: 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.

Item Type: Journal Article
Murdoch Affiliation: Information Technology, Mathematics and Statistics
Publisher: Springer Netherlands
Copyright: © 2019 Springer Nature B.V.
URI: http://researchrepository.murdoch.edu.au/id/eprint/46362
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