A model of brand value co-creation by integrating its the antecedents of interactivity, social support, and relationship quality is proposed. Empirical data was collected from the brand pages of a social networking website in China. Structural equation modeling was adopted to analyze the data. The results demonstrate that interactivity, specifically, consumer-consumer interaction and consumer-seller interaction, positively affects social support, which in turn enhances consumers' intention to co-create brand value. The research contributes to the extant literature by providing an underlying understanding of how customers engage in brand value co-creation activities within social commerce context.

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) understanding 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.

Firms have been increasingly using social commerce platforms to engage with customers and support their brand value co-creation. While social commerce is now bringing a variety of benefits to business, it has also challenged marketing ethics surrounding online consumer privacy. Drawing on the trust-commitment theory, we develop a model that aims to create an ethical and trustworthy social commerce community for brand value co-creation by examining the impacts of online consumer privacy concerns (namely privacy risk and privacy control) and social interaction constructs (namely consumer-peer interaction and collaborative norms) on consumers' psychological reactions. Using an empirical study, we find that: (1) privacy risk, privacy control, and collaborative norms significantly influence consumers' trust; 2) consumerpeer interaction and collaborative norms are positively related to relationship commitment; and 3) relationship commitment and trust positively affect consumers' brand value co-creation in the context of social commerce. Theoretical and practical implications are discussed.

Consumers' participation on sharing economy platforms is crucial for the success of the products, services, and companies on those platforms. The participation of consumers enables companies to not only exist, but also to create value for consumers. The sharing economy has witnessed enormous growth in recent years and consumers' concerns regarding the ethics surrounding these platforms have also risen considerably. The vast majority of the previous research on this topic is either conceptual and focused on organizational aspects, or only discusses privacy and security issues, thus providing a very limited scope of discussion. Therefore, drawing on the marketing and business ethics literature, the present study takes into account a multidimensional view of ethical issues surrounding consumers' participation on sharing economy platforms. Findings reveal that privacy, security, shared value, fulfillment/reliability and service recovery are the strongest determinants of consumers' ethical perceptions. These aspects strongly predict the consumers' value co-creation intentions. Consumers' participation also predicts their intention to engage in co-creating value, but this effect is stronger with the mediating role of the consumer's ethical perceptions. The theoretical and managerial implications are also discussed.

SSD cream reduced the severity of radiation-induced skin injury compared with general skin care alone. Further studies in patients with other types of cancer and also comparing SSD cream with other topical agents are warranted.

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Social commerce, a powerful combination of customer-oriented social computing technologies and new commercial features, is having an increasing impact on ecommerce, potentially generating substantial economic benefits. Drawing on socio-technical theory, this study establishes a research framework to help understand the social and technical factors affecting consumers' intention to purchase on social commerce sites. Our results demonstrate that familiarity, user experience, learning & training, and social commerce constructs all have a positive effect on consumers' perceptions of ease of use and usefulness, thereby enhancing their trust and intention to purchase. For systems designers and engineers, our results highlight the importance of social commerce features for building consumers' trust of social commerce sites and supporting their intention to purchase.

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