Examining the impact of social commerce dimensions on customers' value cocreation: The mediating effect of social trust

Abstract

One of the main aspects of the Web 2.0 revolution has been social commerce that has resulted in many people across the world increasingly engaging with commercial activities over social media platforms. However, the academic and research interest in social commerce is still low, and more studies are required to accelerate awareness of the most important issues relating to social commerce, in particular, social trust and value cocreation. Thus, the present study aims to propose a conceptual model that is intended to enable greater understanding of the causal interactions between social commerce constructs, social trust, and customer value cocreation. We collected data using a sample of 300 followers and fans of online Facebook communities, and we analysed them by using a structural equation model. The results show that social commerce constructs positively impact on social trust. Furthermore, we found that social trust positively impacts on the three dimensions of customer value cocreation. We found that social trust mediates the relationship between the social commerce and customer value cocreation dimensions. The paper presents a considerable theoretical contribution for being the first study that links social commerce constructs with social trust. The linkage between social commerce constructs, social trust, and customer value cocreation dimensions will also be beneficial for social media marketing strategists and managers.

Do social media platforms develop consumer panic buying during the fear of Covid-19 pandemic

“…Consumer buying behaviour is complicated and subjective reality especially in the presence of social commerce ( Aragoncillo and Orus, 2018 ; Abdelsalam et al, 2020 ; Algharabat et al, 2020 ). Other researchers stated social media enhanced the information sharing among consumers through online rating, sponsored ads, online reviews, social motivation, and social influencers ( Alalwan et al, 2017 ; Alalwan, 2018 , 2020 ).The social media has increased the online purchasing behaviour therefore many businesses and consumers are engaged because it facilitates to take optimal buying decision ( Alalwan, 2018 ; Alalwan et al, 2019 ; Baker Qureshi et al, 2019 ).…”

Developing UGC social brand engagement model: Insights from diverse consumers

“…Recent literature uncovered social media influence from various marketing perspectives: small retailers (Devereux, Grimmer, & Grimmer, 2020), content strategies (Kordzadeh & Young, 2020), brand promotions (Nikolinakou & Phua, 2020), consumer value co‐creation (Alalwan et al, 2019), WOM and purchase intention (Alalwan, 2018; Chu & Chen, 2019), communication and social marketing strategies (Appel, Grewal, Hadi, & Stephen, 2020; Li, Larimo, & Leonidou, 2020), consumer empowerment (Tajurahim, Abu Bakar, Md Jusoh, Ahmad, & Muhammad Arif, 2020), user‐generated images (Bakri, Krisjanous, & Richard, 2020), consumer behaviour (Sobhanifard & Sadatfarizani, 2018), and brand engagement and brand equity (Algharabat, Rana, Alalwan, Baabdullah, & Gupta, 2020). However, there is inadequate understanding regarding the social motivational causes and social influencers that can play a role in generating and exchanging user‐generated fashion brand‐related content.…”

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“…In addition to that, social media also have professional advantages include knowledge exchange, publicity, assistance, and guidance [35]. Besides, the ability of consumers to obtain the information is increased to influence brands in internet communities.…”

“…Besides, the ability of consumers to obtain the information is increased to influence brands in internet communities. At the same time, companies can gain quick feedback and understand personal preferences without observational effects [35] and use them for product innovation [34]. However, communicating via social networks might be more complex because emotions can hardly be detected and understood [34].…”