Engage to co-create! The drivers of brand co-creation on social commerce

Purpose Consumers nowadays are no longer bystanders in the process of production but are proactive collaborators with the power to co-create value with brands. This study aims to explore the impact of social commerce on the co-creation process of brand value in a social commerce setting. Design/methodology/approach A questionnaire survey was conducted online to gather 300 eligible responses. The data were empirically validated using the partial least squares structural equation modelling (PLS-SEM) method. Findings The results indicated that brand engagement (BEN) is vital to brand co-creation (BCC) in social commerce, which could be driven by social-hedonic value (SHV) and social information sharing (SIS). Research limitations/implications This study stresses the influence of consumer autonomy in the process of BCC by probing the role of SIS. Moreover, by considering the prevailing trend in social media, this study offers a nuanced perspective on the values of social commerce from the viewpoint of SHV. Practical implications This study may serve as a useful guide for practitioners to improve their digital outreach strategy on social commerce to forge stronger relationships, encourage further engagements and promote value co-creation within their brand community. Originality/value This examines the effect of relationship quality (RQU) and BEN on BCC through a relational viewpoint.