Winning engaged consumers

The rules of brand engagement and intention of co-creation in social commerce

Saleh Bazi, Alireza Hajli, Nick Hajli, Mohana Shanmugam, Xiaolin Lin

Research output: Contribution to journalArticle

Abstract

Purpose: Under the sunlight of social commerce, few concepts have blossomed like value co-creation. But when blurred strategies are implemented, the opportunity to wilt a brand is high. To avoid the miscues and the controversies, an ascendant step is to engage consumers with social commerce sites. The purpose of this paper is to propose three antecedents to engage consumers with social commerce sites, namely, social support, social commerce value and social commerce information sharing, and the effect of brand engagement on the intention of brand co-creation. Design/methodology/approach: This study used survey data from 234 Iranians with experience using social commerce sites. Variance-based structural equation modeling using the partial least squares path modeling approach was adopted to analyze the structural model. Findings: The authors found that social support, social commerce value and social commerce information sharing positively foster brand engagement. The study also revealed that brand engagement is a significant predictor of brand co-creation intention. Originality/value: The study is the first study that considers and explains brand engagement from social support theory, social commerce value theory and social commerce information exchange. Also, the study shows how consumers can be an integral part of a brand. Unlike other studies which were done in industrialized countries, this study was employed in Iran.

Original languageEnglish
JournalInformation Technology and People
DOIs
Publication statusAccepted/In press - 01 Jan 2019

Fingerprint

commerce
social support
Values
value theory
information exchange
structural model
Iran
methodology

All Science Journal Classification (ASJC) codes

  • Information Systems
  • Computer Science Applications
  • Library and Information Sciences

Cite this

@article{05695e2dbd7d4e6f9502bcf37646bf59,
title = "Winning engaged consumers: The rules of brand engagement and intention of co-creation in social commerce",
abstract = "Purpose: Under the sunlight of social commerce, few concepts have blossomed like value co-creation. But when blurred strategies are implemented, the opportunity to wilt a brand is high. To avoid the miscues and the controversies, an ascendant step is to engage consumers with social commerce sites. The purpose of this paper is to propose three antecedents to engage consumers with social commerce sites, namely, social support, social commerce value and social commerce information sharing, and the effect of brand engagement on the intention of brand co-creation. Design/methodology/approach: This study used survey data from 234 Iranians with experience using social commerce sites. Variance-based structural equation modeling using the partial least squares path modeling approach was adopted to analyze the structural model. Findings: The authors found that social support, social commerce value and social commerce information sharing positively foster brand engagement. The study also revealed that brand engagement is a significant predictor of brand co-creation intention. Originality/value: The study is the first study that considers and explains brand engagement from social support theory, social commerce value theory and social commerce information exchange. Also, the study shows how consumers can be an integral part of a brand. Unlike other studies which were done in industrialized countries, this study was employed in Iran.",
author = "Saleh Bazi and Alireza Hajli and Nick Hajli and Mohana Shanmugam and Xiaolin Lin",
year = "2019",
month = "1",
day = "1",
doi = "10.1108/ITP-09-2018-0415",
language = "English",
journal = "Information Technology and People",
issn = "0959-3845",
publisher = "Emerald Group Publishing Ltd.",

}

Winning engaged consumers : The rules of brand engagement and intention of co-creation in social commerce. / Bazi, Saleh; Hajli, Alireza; Hajli, Nick; Shanmugam, Mohana; Lin, Xiaolin.

In: Information Technology and People, 01.01.2019.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Winning engaged consumers

T2 - The rules of brand engagement and intention of co-creation in social commerce

AU - Bazi, Saleh

AU - Hajli, Alireza

AU - Hajli, Nick

AU - Shanmugam, Mohana

AU - Lin, Xiaolin

PY - 2019/1/1

Y1 - 2019/1/1

N2 - Purpose: Under the sunlight of social commerce, few concepts have blossomed like value co-creation. But when blurred strategies are implemented, the opportunity to wilt a brand is high. To avoid the miscues and the controversies, an ascendant step is to engage consumers with social commerce sites. The purpose of this paper is to propose three antecedents to engage consumers with social commerce sites, namely, social support, social commerce value and social commerce information sharing, and the effect of brand engagement on the intention of brand co-creation. Design/methodology/approach: This study used survey data from 234 Iranians with experience using social commerce sites. Variance-based structural equation modeling using the partial least squares path modeling approach was adopted to analyze the structural model. Findings: The authors found that social support, social commerce value and social commerce information sharing positively foster brand engagement. The study also revealed that brand engagement is a significant predictor of brand co-creation intention. Originality/value: The study is the first study that considers and explains brand engagement from social support theory, social commerce value theory and social commerce information exchange. Also, the study shows how consumers can be an integral part of a brand. Unlike other studies which were done in industrialized countries, this study was employed in Iran.

AB - Purpose: Under the sunlight of social commerce, few concepts have blossomed like value co-creation. But when blurred strategies are implemented, the opportunity to wilt a brand is high. To avoid the miscues and the controversies, an ascendant step is to engage consumers with social commerce sites. The purpose of this paper is to propose three antecedents to engage consumers with social commerce sites, namely, social support, social commerce value and social commerce information sharing, and the effect of brand engagement on the intention of brand co-creation. Design/methodology/approach: This study used survey data from 234 Iranians with experience using social commerce sites. Variance-based structural equation modeling using the partial least squares path modeling approach was adopted to analyze the structural model. Findings: The authors found that social support, social commerce value and social commerce information sharing positively foster brand engagement. The study also revealed that brand engagement is a significant predictor of brand co-creation intention. Originality/value: The study is the first study that considers and explains brand engagement from social support theory, social commerce value theory and social commerce information exchange. Also, the study shows how consumers can be an integral part of a brand. Unlike other studies which were done in industrialized countries, this study was employed in Iran.

UR - http://www.scopus.com/inward/record.url?scp=85070374181&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85070374181&partnerID=8YFLogxK

U2 - 10.1108/ITP-09-2018-0415

DO - 10.1108/ITP-09-2018-0415

M3 - Article

JO - Information Technology and People

JF - Information Technology and People

SN - 0959-3845

ER -