University of Oulu

Nadeem, W., Tan, T. M., Tajvidi, M., & Hajli, N. (2021). How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection. Technological Forecasting and Social Change, 171, 120952.

How do experiences enhance brand relationship performance and value co-creation in social commerce? : the role of consumer engagement and self brand-connection

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Author: Nadeem, Waqar1; Tan, Teck Ming2; Tajvidi, Mina3;
Organizations: 1Marketing, International Business and Strategy Department (MIBS), Goodman School of Business, Brock University, Canada
2Department of Marketing, Management and International Business, Oulu Business School, University of Oulu, Finland
3Newcastle University Business School, Newcastle University, London, United Kingdom
4School of Management, Swansea University, United Kingdom
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.7 MB)
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Language: English
Published: Elsevier, 2021
Publish Date: 2021-06-29


The presence of brands on social networking sites is raising the competitive bar and providing opportunities for consumers to experience products and services. In this sense, it has become very difficult for brands to differentiate themselves from one another. Therefore, providing good experiences to consumers becomes of paramount importance. The current study provides insights into the relationship between experiential value (cognitive, hedonic, social, and ethical) and consumer engagement (cognitive processing, affection, and activation), resulting in brand relationship performance outcomes that in turn lead to value co-creation intentions. In addition, the role of self-brand connection as a moderator and consumer engagement as a mediator is also examined. A large-scale survey was conducted with 485 consumers who follow brand pages at a popular social networking site. The findings reveal that experiential value has a positive impact on consumer engagement, while consumer engagement is positively associated with brand loyalty and satisfaction, which in turn leads to value co-creation. The current study uncovers the ways in which marketers can capitalize on consumer experiences when engaging in social commerce and thereby enhance value co-creation.

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Series: Technological forecasting and social change
ISSN: 0040-1625
ISSN-E: 1873-5509
ISSN-L: 0040-1625
Volume: 171
Article number: 120952
DOI: 10.1016/j.techfore.2021.120952
Type of Publication: A1 Journal article – refereed
Field of Science: 512 Business and management
Copyright information: © 2021. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http:/