Journal article 774 views
Antecedents of value co-creation activities for online fashion brands
,
Simon Brooks ,
Cathy McGouran
Journal of Strategic Marketing, Volume: 28, Issue: 5, Pages: 384 - 398
Swansea University Authors:
Lauren J. Thomas , Simon Brooks
Full text not available from this repository: check for access using links below.
DOI (Published version): 10.1080/0965254x.2018.1477823
Abstract
While there are a significant number of large and successful fashion brands accessible online, there has been a notable rise in the number of entrepreneurial online-only fashion retailers. These retailers are leveraging their social commerce capabilities for the co-creation of economic value and soc...
| Published in: | Journal of Strategic Marketing |
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| ISSN: | 0965-254X 1466-4488 |
| Published: |
Informa UK Limited
2020
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa56715 |
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| Abstract: |
While there are a significant number of large and successful fashion brands accessible online, there has been a notable rise in the number of entrepreneurial online-only fashion retailers. These retailers are leveraging their social commerce capabilities for the co-creation of economic value and social value. Research is growing in terms of both co-creation, and social commerce, but little is known about what kind of activities take place on social commerce platforms, or their antecedents, including within the online fashion industry. Qualitative content analysis from focus group research reveals a range of activities requiring varying levels of emotional and informational commitment. Further, fashion involvement and willingness to participate are identified as antecedents to online co-creation behaviour with the UK’s fashion retailers and their other consumers. Another valuable contribution is made with the hypothesis of a direct causal link between fashion involvement and willingness to participate, moderated by social desirability, the first time that these concepts have been linked in the literature. |
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| Keywords: |
Social media; social commerce; fashion involvement; willingness to participate; co-creation; fashion |
| College: |
Faculty of Humanities and Social Sciences |
| Issue: |
5 |
| Start Page: |
384 |
| End Page: |
398 |