Brand value Co-creation in social commerce: The role of interactivity, social support, and relationship quality

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.