Purpose

Consumers nowadays are no longer bystanders in the process of production but are proactive collaborators with the power to co-create value with brands. This study aims to explore the impact of social commerce on the co-creation process of brand value in a social commerce setting.

Design/methodology/approach

A questionnaire survey was conducted online to gather 300 eligible responses. The data were empirically validated using the partial least squares structural equation modelling (PLS-SEM) method.

Findings

The results indicated that brand engagement (BEN) is vital to brand co-creation (BCC) in social commerce, which could be driven by social-hedonic value (SHV) and social information sharing (SIS).

Research limitations/implications

This study stresses the influence of consumer autonomy in the process of BCC by probing the role of SIS. Moreover, by considering the prevailing trend in social media, this study offers a nuanced perspective on the values of social commerce from the viewpoint of SHV.

Practical implications

This study may serve as a useful guide for practitioners to improve their digital outreach strategy on social commerce to forge stronger relationships, encourage further engagements and promote value co-creation within their brand community.

Originality/value

This examines the effect of relationship quality (RQU) and BEN on BCC through a relational viewpoint.

中文翻译：

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参与共同创造！社交商务品牌共创的驱动力

目的

如今的消费者不再是生产过程中的旁观者，而是主动的合作者，有能力与品牌共同创造价值。本研究旨在探讨社交商务对社交商务环境中品牌价值共同创造过程的影响。

设计/方法论/途径

在线进行问卷调查，收集了 300 份符合条件的回复。使用偏最小二乘结构方程建模（PLS-SEM）方法对数据进行了实证验证。

发现

结果表明，品牌参与度（BEN）对于社交商务中的品牌共创（BCC）至关重要，这可能由社交享乐价值（SHV）和社交信息共享（SIS）驱动。

研究局限性/影响

本研究通过探讨SIS的作用，强调消费者自主权在BCC过程中的影响。此外，通过考虑社交媒体的流行趋势，本研究从 SHV 的角度对社交商务的价值提供了细致入微的视角。

实际影响

这项研究可以为从业者提供有用的指导，帮助他们改进社交商务的数字推广策略，以建立更牢固的关系，鼓励进一步参与并促进品牌社区内的价值共同创造。

原创性/价值

本文从关系角度考察了关系质量 (RQU) 和 BEN 对 BCC 的影响。