Search results

Under the sunlight of social commerce, few concepts have blossomed like value co-creation. But when blurred strategies are implemented, the opportunity to wilt a brand is high. To avoid the miscues and the controversies, an ascendant step is to engage consumers with social commerce sites. The purpose of this paper is to propose three antecedents to engage consumers with social commerce sites, namely, social support, social commerce value and social commerce information sharing, and the effect of brand engagement on the intention of brand co-creation.

This study used survey data from 234 Iranians with experience using social commerce sites. Variance-based structural equation modeling using the partial least squares path modeling approach was adopted to analyze the structural model.

The authors found that social support, social commerce value and social commerce information sharing positively foster brand engagement. The study also revealed that brand engagement is a significant predictor of brand co-creation intention.

The study is the first study that considers and explains brand engagement from social support theory, social commerce value theory and social commerce information exchange. Also, the study shows how consumers can be an integral part of a brand. Unlike other studies which were done in industrialized countries, this study was employed in Iran.

In most countries, independent hotels are a major contributor to both national economy and the hospitality sector, but to the best of the authors’ knowledge, there is a lack of any study on brand co-creation (BCC) in independent hotels. This study aims to examine the interrelationship of moral judgement (MJ), self–brand connection, customer–brand engagement (CBE), electronic word-of-mouth (eWOM) and how BCC occurs in independent hotels and contrasts visitors’ perspectives between two different Global Leadership and Organizational Behavior Effectiveness clusters in independent hotels. Furthermore, this study also examines the moderating impact of privacy concern (PC) on the relationship between eWOM and brand co-creation.

Data were collected from two groups of tourists, Iranian (290) and European (224), who visited and stayed in independent hotels in some major cities in Iran. The structural equation modelling using AMOS 22 was adopted to test the hypotheses.

The study’s findings revealed that there are significant differences between two culturally different travellers in terms of selected variables, suggesting that MJ is a main antecedent of CBE, which leads to eWOM among Iranian travellers, which consequently leads to BCC. Moreover, the study’s data indicates that European travellers show a high level of PCs while staying in independent hotels in Iran, which prevents them from sharing and getting engaged in the social media, which could delay the BCC process especially in international level.

This study contributes to literature by providing new insights on the differences in the concept of brand co-creation between two culturally different groups in the context of independent hotels, which require special attention of independent hotel managers.

The paper aims to investigate how customer satisfaction can be achieved in the context of digital platform services, its influence on electronic word of mouth (eWOM) and how such relationships can be moderated by perceived technological innovativeness (PTI).

The research framework was developed and empirically tested using an online survey and analysed using structural equation modelling (SEM). Data were gathered from 501 Uber customers in London, UK.

The study recognises and confirms that trust and cost saving enhanced customer satisfaction in Uber mobility services, which has a positive impact on eWOM. There are other findings regarding users who share rides vs those who do not share. Furthermore, it has been found that PTI moderates the relationship between customer satisfaction and eWOM.

The research draws on collaborative consumption literature and contributes to the antecedents of customer satisfaction in digital economy literature: trust, environmental impact, cost saving and utility. The study offers an empirical validation of the role of PTI in enhancing eWOM. The paper breaks new ground for a better understanding of how PTI can moderate the influence of customer satisfaction and eWOM in digital platforms.