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) consumer-peer 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.
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Firms could also engage in deceptive practices on social commerce platforms to manipulate consumers’ perceptions and influence the process of brand value co-creation. We thank one reviewer for pointing this issue out.
Only participants who visited firms’ brand pages regularly were kept for our analysis.
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The authors are grateful to the three anonymous reviewers for their constructive comments and suggestions that helped develop this paper.
This study was funded by Murdoch University.
Conflict of interest
Xuequn Wang has received research grants from Murdoch University. Mina Tajvidi declares that she has no conflict of interest. Xiaolin Lin declares that he has no conflict of interest. Nick Hajli declares that he has no conflict of interest.
All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Helsinki declaration and its later amendments or comparable ethical standards.
Informed consent was obtained from all individual participants included in the study.
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Appendix A: Sample demographic Information
Sample (N = 400)
Black or African American
American Indian or Alaska Native
Less than high school
High school graduate
2 year degree
4 year degree
60 or older
Gender (% of female)
Years visiting Facebook
5.87 (SD 2.89)
Years visiting Facebook Brand Page
2.81 (SD 2.20)
Appendix B: Measurement
It would be risky to post information
There would be high potential for privacy loss associated with posting information
My information would be inappropriately used by other peers
Posting information would involve many unexpected problems
I believe I can control the information posted
I believe I have control over who can get access to my information posted
I think I have control over what information is released
I believe I have control over how my information is used by other peers
I maintain close social relationships with other users
I spend a lot of time interacting with other users
I know other users on a personal level
I have frequent communication with other users
There is a norm of cooperation
There is a norm of collaboration
There is a norm of teamwork
There is a willingness to value and respond to diversity
There is a norm of openness to conflicting views
There is a norm of tolerance of mistakes
Information sharing is important
Information sharing is strongly encouraged
The performance of Facebook Brand Page always meets my expectations
Facebook brand page can be counted as good features
Facebook brand page is reliable
I have an emotional attachment to my favorite Facebook brand page
I feel a sense of belonging to my favorite Facebook brand page
I feel a strong connection to my favorite Facebook brand page
I feel a part of the group in my favorite Facebook brand page
Brand value Co-creation
I often share corporate posts (such as products or news) from my favorite Facebook brand page on my own Facebook page
I often recommend my favorite Facebook brand page to my Facebook contacts
I frequently upload product-related videos, audios, pictures, or images from my favorite Facebook brand page on my own Facebook page
I often join events organized through my favorite Facebook brand page
I often share my own shopping experiences on my favorite Facebook brand page
Appendix C: Item descriptive statistics
Brand value Co-creation
Appendix D: Demographic differences of model testing
H1a: privacy risk → trust
H1b: privacy control → trust
H2a: collaborative norms → trust
H2b: collaborative norms → relationship commitment
H3a: Consumer–Peer interaction → relationship commitment
H3b: trust → relationship commitment
H4a: trust → brand value co-creation
H4b: relationship commitment → brand value co-creation
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Wang, X., Tajvidi, M., Lin, X. et al. Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective. J Bus Ethics 167, 137–152 (2020). https://doi.org/10.1007/s10551-019-04182-z