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首页> 外文期刊>Journal of Business Research >Brand co-creation through social commerce information sharing: The role of social media
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Brand co-creation through social commerce information sharing: The role of social media

机译：品牌共同创造通过社会商务信息共享：社交媒体的作用

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Consumers are empowered to exert influence on brands through social networking sites (SNSs), which make it possible for consumers to become active content creators in their relationship with firms. To further understand brand value co-creation, we use the socio-technical theory to build a model of brand co-creation with key antecedents-social commerce information sharing, social support, and relationship quality, with privacy concerns as a moderator. Through an empirical study, we found that social commerce information sharing, social support and relationship quality positively affect brand co-creation directly/indirectly and privacy concerns moderate the effects of social commerce information sharing on brand co-creation. This article contributes to the literature on the value co-creation paradigm and social commerce by: 1) developing the concept of brand co-creation in social commerce; 2) explaining how consumers engage in online brand co-creation activities; 3) arguing that privacy concerns may hamper the effects of brand co-creation. Our study provides an innovative approach to brand management practices in today's marketplace.
机译：消费者通过社交网站（SNSS）赋予了对品牌的影响，这使得消费者可以成为与公司的关系成为活动内容创作者。为了进一步了解品牌价值共同创造，我们使用社会技术理论建立一个品牌共同创造模式，与关键的前书 - 社会商务信息共享，社会支持和关系质量，隐私问题作为主持人。通过经验研究，我们发现社会商务信息共享，社会支持和关系质量直接/间接地影响着品牌共同创造，隐私问题适中了社会商务信息共享对品牌共同创造的影响。本文促进了价值共同创造范式和社会商业的文献：1）制定社会商业品牌共同创造的概念; 2）解释消费者如何参与在线品牌共同创造活动; 3）争论隐私问题可能会妨碍品牌共同创造的影响。我们的研究为当今市场提供了一种创新的品牌管理实践方法。

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