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