Investigating the Impact of Social Media Commerce Constructs on Social Trust and Customer Value Co-creation: A Theoretical Analysis

  • Raed Salah Algharabat
  • Nripendra P. Rana
  • Ali Abdallah AlalwanEmail author
  • Abdullah Mohammed Baabdullah
Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)


Social media commerce has been one of the fastest-growing areas over recent years. However, only a limited number of studies have addressed the related issues of social media commerce. It was also noticed that extant literature did not explore or link the impact of social commerce constructs on social trust and how this could impact the customer value co-creation. Hence, the current research aims to identify this gap and to propose a conceptual framework that highlights the linkage between social commerce constructs, social trust, and customer value co-creation. In line with this, a number of exploratory interviews were conducted to gain further understanding about how the customer’s perception of customer value co-creation and social trust could be affected by the role of social commerce. Accordingly, the current model proposes that social commerce constructs (second-order; ratings and reviews, recommendations and referrals, and forums and communities) impact social trust, which in turn affects customer value co-creation dimensions (functional value, hedonic value, and social value) in social network sites (SNSs). Theoretical and practical implications are provided.


Social media commerce Trust Value co-creation 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Raed Salah Algharabat
    • 1
  • Nripendra P. Rana
    • 2
  • Ali Abdallah Alalwan
    • 3
    Email author
  • Abdullah Mohammed Baabdullah
    • 4
  1. 1.Department of Management and Marketing, College of Business and EconomicsQatar UniversityDohaQatar
  2. 2.School of ManagementUniversity of BradfordSwanseaUK
  3. 3.Amman College of Banking and Financial SciencesAl-Balqa Applied UniversityAmmanJordan
  4. 4.Department of Management Information Systems, Faculty of Economics and AdministrationKing Abdulaziz UniversityJeddahSaudi Arabia

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