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

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Digital and Social Media Marketing

Part of the book series: Advances in Theory and Practice of Emerging Markets ((ATPEM))

Abstract

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.

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Authors and Affiliations

  1. Department of Management and Marketing, College of Business and Economics, Qatar University, Doha, Qatar

    Raed Salah Algharabat

  2. School of Management, University of Bradford, Swansea, UK

    Nripendra P. Rana

  3. Amman College of Banking and Financial Sciences, Al-Balqa Applied University, Amman, Jordan

    Ali Abdallah Alalwan

  4. Department of Management Information Systems, Faculty of Economics and Administration, King Abdulaziz University, Jeddah, Saudi Arabia

    Abdullah Mohammed Baabdullah

Authors
  1. Raed Salah Algharabat
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  2. Nripendra P. Rana
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  3. Ali Abdallah Alalwan
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  4. Abdullah Mohammed Baabdullah
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Correspondence to Ali Abdallah Alalwan .

Editor information

Editors and Affiliations

  1. School of Management, University of Bradford, Bradford, UK

    Nripendra P. Rana

  2. School of EFM, University of Bristol, Bristol, UK

    Emma L. Slade

  3. Faculty of Management, Law and Social Sciences, University of Bradford, Bradford, UK

    Hatice Kizgin

  4. School of Management Studies, Motilal Nehru National Institute of Technology, Prayagraj, Uttar Pradesh, India

    Ganesh P. Sahu

  5. School of Business, Saint Louis University, St. Louis, MO, USA

    Nitish Singh

  6. Brunel Business School, Brunel University London, Uxbridge, Middlesex, UK

    Bidit Dey

  7. Business & Management, Regent’s University London, London, UK

    Anabel Gutierrez

  8. EMaRC, School of Management, Swansea University, Swansea, UK

    Yogesh K. Dwivedi

Appendix

Appendix

Construct

Author(s)

Social commerce constructs (SCC)

Ratings and reviews (RR1–RR3)

RR1: I am interested in ratings and reviews from other users.

RR2: The members who rate and review products on this SNS are fairly knowledgeable about the site’s topics.

RR3: A major reason I like this SNS is the ratings and reviews from other users.

Pagani and Mirabello (2011), Hajli (2015)

Recommendations and referrals (RERE1–RERE4)

RERE1: I am interested in reading recommendations and referrals from other users.

RERE2: The members who recommend and refer products on this SNS are fairly knowledgeable about the topics.

RERE3: A major reason I like this SNS is the recommendation and referrals from other users.

RERE4: This SNS does a good job of getting its visitors to make recommendations.

Forums and communities (FC1–FC4)

FC1: I feel my friends on forums and communities are generally frank.

FC2: I feel my friends on forums and communities reliable.

FC3: Overall, my friends on forums and communities are trustworthy.

FC4: I trust my friends on forums and communities and share my status and pictures with them.

Han et al. (2011), Pagani and Mirabello (2011)

Social trust (ST1–ST5)

ST1: Most people tell a lie when it is for their benefit.

ST2: Most people do not cooperate because they only pursue their own interests. Thus, things that could be done well through cooperation often fail because of these people.

ST3: Those people devoted to unselfish causes are often exploited by others.

ST4: Would you say that most of the time most people are trying to be helpful or that they are mostly just looking out for themselves?

ST5: Do you think most people would try to take advantage of you if they got a chance, or would they try to be fair?

Mutz (2005), Chu and Choi (2011)

Value co-creation

Functional value (SV1–SV4)

FV1: The content (information) of this SNS is helpful for me.

FV2: The content (information) of this SNS is useful for me.

FV3: The content (information) of this SNS is functional for me.

FV4: The content (information) of this SNS is practical for me.

Jahn and Kunz (2012), Zhang et al. (2017)

Hedonic value (HV1–HV3)

HV1: I feel pleased and relaxed in this SNS.

HV2: I gain joy and happiness in this SNS.

HV3: I feel inspired in this SNS

Kuo and Feng (2013)

Social value (SV1–SV2)

SV1: I can make friends with people sharing common interest with me in this SNS. Helps strengthen my connections with other members.

SV2: I can expand my social network through participation in this SNS.

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Algharabat, R.S., Rana, N.P., Alalwan, A.A., Baabdullah, A.M. (2020). Investigating the Impact of Social Media Commerce Constructs on Social Trust and Customer Value Co-creation: A Theoretical Analysis. In: Rana, N.P., et al. Digital and Social Media Marketing. Advances in Theory and Practice of Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-030-24374-6_3

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