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Engage to co-create! The drivers of brand co-creation on social commerce

Saiyara Nibras (Faculty of Business and Management, UCSI University, Kuala Lumpur, Malaysia)
Tjong Andreas Gunawan (Faculty of Business and Management, UCSI University, Kuala Lumpur, Malaysia)
Garry Wei-Han Tan (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia) (Faculty of Business, Design, and Arts, Swinburne University of Technology–Sarawak Campus, Kuching, Malaysia) (School of Economics and Management, Yunnan Normal University, Kunming, China) (Department of Business Administration, IQRA University, Islamabad, Pakistan)
Pei-San Lo (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia)
Eugene Cheng-Xi Aw (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia) (Department of Business Administration, IQRA University, Islamabad, Pakistan)
Keng-Boon Ooi (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia) (FORE School of Management, New Delhi, India) (Faculty of Business, Design, and Arts, Swinburne University of Technology–Sarawak Campus, Kuching, Malaysia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 12 March 2024

193

Abstract

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.

Keywords

Citation

Nibras, S., Gunawan, T.A., Tan, G.W.-H., Lo, P.-S., Aw, E.C.-X. and Ooi, K.-B. (2024), "Engage to co-create! The drivers of brand co-creation on social commerce", Marketing Intelligence & Planning, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MIP-05-2023-0204

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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