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Antecedents of value co-creation activities for online fashion brands

Lauren J. Thomas Orcid Logo, Simon Brooks Orcid Logo, Cathy McGouran

Journal of Strategic Marketing, Volume: 28, Issue: 5, Pages: 384 - 398

Swansea University Authors: Lauren J. Thomas Orcid Logo, Simon Brooks Orcid Logo

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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 soc...

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Published in: Journal of Strategic Marketing
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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spelling 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 School of Management Business 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 School of Management
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hierarchy_top_id schoolofmanagement
hierarchy_top_title School of Management
hierarchy_parent_id schoolofmanagement
hierarchy_parent_title School of Management
department_str Business{{{_:::_}}}School of Management{{{_:::_}}}Business
url https://livrepository.liverpool.ac.uk/3026542/
document_store_str 0
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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 2020-07-03T04:12:26Z
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score 10.887993