Co-Creation in Branding through Social Commerce: The Role of Social Support, Relationship Quality and Privacy Concerns

Consumers have become increasingly empowered to exert influence on brands through online communities. Social media make consumers not only to be passive information users, but active content creators in the value creation process in online marketplaces. We examined social commerce constructs and their impact on brand development. Empirical data was collected via a questionnaire and analyzed using SEM-PLS. The results show that both relationship quality and social commerce constructs have positive effects on co-branding intention. Social commerce constructs and social support positively affect relationship quality, highlighting the stronger effect of social support on relationship quality. Social commerce constructs also positively affect social support and its most influence is on co-branding intention. Finally, this research confirms the moderating effect of privacy concern between social commerce constructs and co-branding. The contributions of this study provide new insights into marketing and brand management literature by proposing an initial model of social commerce.