Antecedents of value co-creation activities for online fashion brands

Thomas, Lauren, Brooks, Simon and McGouran, C ORCID: 0000-0002-7265-0024
(2020) Antecedents of value co-creation activities for online fashion brands. Journal of Strategic Marketing, 28 (5). pp. 384-398.

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Whilst 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.

Item Type: Article
Uncontrolled Keywords: Social media, Social commerce, Fashion involvement, Willingness to participate, Co-creation, Fashion
Depositing User: Symplectic Admin
Date Deposited: 21 Sep 2018 08:46
Last Modified: 14 Dec 2022 16:45
DOI: 10.1080/0965254X.2018.1477823
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