Journal article 875 views
Antecedents of value co-creation activities for online fashion brands
Journal of Strategic Marketing, Volume: 28, Issue: 5, Pages: 384 - 398
Swansea University Authors:
Lauren J. Thomas , Simon Brooks
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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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URI: | https://cronfa.swan.ac.uk/Record/cronfa56715 |
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2021-05-13T15:35:33.0653850 v2 56715 2021-04-21 Antecedents of value co-creation activities for online fashion brands 4a7b394072c621ca4d070a2287055210 0000-0002-6195-2545 Lauren J. Thomas Lauren J. Thomas true true 97db134098f5e612e4a2830e5e7e1206 0000-0003-0933-0893 Simon Brooks Simon Brooks true false 2021-04-21 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. Journal Article Journal of Strategic Marketing 28 5 384 398 Informa UK Limited 0965-254X 1466-4488 Social media; social commerce; fashion involvement; willingness to participate; co-creation; fashion 3 7 2020 2020-07-03 10.1080/0965254x.2018.1477823 https://livrepository.liverpool.ac.uk/3026542/ COLLEGE NANME Business COLLEGE CODE Swansea University 2021-05-13T15:35:33.0653850 2021-04-21T11:16:53.0634147 Faculty of Humanities and Social Sciences School of Management - Business Management Lauren J. Thomas 0000-0002-6195-2545 1 Simon Brooks 0000-0003-0933-0893 2 Cathy McGouran 3 |
title |
Antecedents of value co-creation activities for online fashion brands |
spellingShingle |
Antecedents of value co-creation activities for online fashion brands Lauren J. Thomas Simon Brooks |
title_short |
Antecedents of value co-creation activities for online fashion brands |
title_full |
Antecedents of value co-creation activities for online fashion brands |
title_fullStr |
Antecedents of value co-creation activities for online fashion brands |
title_full_unstemmed |
Antecedents of value co-creation activities for online fashion brands |
title_sort |
Antecedents of value co-creation activities for online fashion brands |
author_id_str_mv |
4a7b394072c621ca4d070a2287055210 97db134098f5e612e4a2830e5e7e1206 |
author_id_fullname_str_mv |
4a7b394072c621ca4d070a2287055210_***_Lauren J. Thomas 97db134098f5e612e4a2830e5e7e1206_***_Simon Brooks |
author |
Lauren J. Thomas Simon Brooks |
author2 |
Lauren J. Thomas Simon Brooks Cathy McGouran |
format |
Journal article |
container_title |
Journal of Strategic Marketing |
container_volume |
28 |
container_issue |
5 |
container_start_page |
384 |
publishDate |
2020 |
institution |
Swansea University |
issn |
0965-254X 1466-4488 |
doi_str_mv |
10.1080/0965254x.2018.1477823 |
publisher |
Informa UK Limited |
college_str |
Faculty of Humanities and Social Sciences |
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|
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facultyofhumanitiesandsocialsciences |
hierarchy_top_title |
Faculty of Humanities and Social Sciences |
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facultyofhumanitiesandsocialsciences |
hierarchy_parent_title |
Faculty of Humanities and Social Sciences |
department_str |
School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management |
url |
https://livrepository.liverpool.ac.uk/3026542/ |
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0 |
description |
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. |
published_date |
2020-07-03T04:11:53Z |
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1763753814265954304 |
score |
11.021648 |