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Under the sunlight of social commerce, few concepts have blossomed like value co-creation. But when blurred strategies are implemented, the opportunity to wilt a brand is high. To avoid the miscues and the controversies, an ascendant step is to engage consumers with social commerce sites. The purpose of this paper is to propose three antecedents to engage consumers with social commerce sites, namely, social support, social commerce value and social commerce information sharing, and the effect of brand engagement on the intention of brand co-creation.

This study used survey data from 234 Iranians with experience using social commerce sites. Variance-based structural equation modeling using the partial least squares path modeling approach was adopted to analyze the structural model.

The authors found that social support, social commerce value and social commerce information sharing positively foster brand engagement. The study also revealed that brand engagement is a significant predictor of brand co-creation intention.

The study is the first study that considers and explains brand engagement from social support theory, social commerce value theory and social commerce information exchange. Also, the study shows how consumers can be an integral part of a brand. Unlike other studies which were done in industrialized countries, this study was employed in Iran.

Given the growing importance and demand for online food purchases, this study explores the new advancements in information and communication technologies (ICTs) by examining the key features of social commerce, trust and product’s attributes in the e-commerce environment. The aim is to investigate possible ICTs-related entrepreneurial opportunities in the food and beverage (F&B) industry.

The study uses a survey to collect data and applies Smart partial least squares to test the model.

The structural equation modelling results illustrated that social commerce constructs significantly impact trust, leading to customer’s purchase intention. Additionally, product’s attributes was found to have a significant relationship with customer’s purchase intention with trust being the most pertinent driver.

This study contributes to the F&B literature by highlighting the role of new forms of technologies in entrepreneurship activities, especially for small and medium-sized enterprises.

Social media is still influencing consumers and is extending social commerce (S-Commerce) use. Different social media activities can influence the users' trust and e-satisfaction at different levels, which in turn influence the purchase intentions. This is evident for the food and beverage industry as S-Commerce mediated by social media can help realise a shorter time to market and meet buyer demands. In addition, credibility factors may influence trust and purchase intentions. Understanding the various factors of influence such as social constructs, namely ratings, reviews and referrals; design constructs such as credibility and features and behavioural constructs such as trust, satisfaction and motivation; and analysing the relationship between these factors and how they influence purchase intentions can provide deeper insights into S-Commerce research, decision-making process and purchase intentions particularly from a food and beverage context.

Drawing on trust through social media activities and surface credibility as well as e-commerce satisfaction, the authors have proposed a research model to investigate the purchase intention of consumers in S-Commerce platforms. Survey data were collected from six countries in Asia and analysed using SEM-PLS.

Results indicated that both trust and surface credibility significantly influence e-commerce satisfaction leading to purchase intention. Furthermore, surface credibility, which is a novel predictor for purchase intention in S-Commerce context, is highly significant on e-commerce satisfaction. Besides, encouraged by surface credibility, it was identified that trust significantly affects e-commerce satisfaction and results in purchase intention. This research adds contribution to theory and practice in S-Commerce stream as discussed at the end of the paper.

The results of this research contribute to the S-Commerce literature and have practical implications for practitioners in the food and beverage industry. As such, focussing on these constructs, this paper analyses the relationship between the social media activities, trust, e-commerce satisfaction, surface credibility and intention to buy.

E-commerce and social media technologies can significantly benefit the food and beverage industry by reducing costs, streamlining supply activities, and, most importantly, engaging users in active interaction and enhancing social presence. This research aims to propose a model to examine the role of trust and social presence on loyalty in the food and beverage industry. Moreover, the mediating role of trust is the link between social presence and loyalty examined in this study.

A survey has been conducted to examine the structural model. The research model is tested using structural equation modelling (PLS-SEM).

The result indicated the effect of Social presence and Trust in social media on Customer loyalty in the context of online shopping. Our finding contributes remarkable insights into the food and beverage industry, particularly in the COVID-19 era, as more consumers buy through e-commerce platforms.

This study expands the understanding of the role of the managers of social commerce websites in maintaining customer loyalty. Hence, the social commerce site managers can use this finding to develop strategies for building customer trust and, ultimately, customer loyalty.

Innovative firms leverage big data analytics (BDA) benefits in optimising value creation, particularly in business-to-business (B2B) contexts. Examples of this are found in new product success and product innovation performance. However, knowledge of how innovative firms and their corporate customers generate insights from big data, develop new products and gain higher-quality service from intra- and inter organisations' resources is limited. This knowledge manifests in the form of opportunities available in BDA and through the adoption of the co-creation approach to generate value in the form of new product innovation. BDA reflects an excellent means of enhancing a firm's customer agility, but how this is possible remains largely unknown.

In this research, the authors hypothesise that new product success is a function of a firm's customer agility and product innovation performance moderated by environmental turbulences. In turn, the firm's customer agility is enhanced by the effect of big data aggregation and analytical tools. These hypotheses have been confirmed by a survey in an emerging market.

The authors use structural equation modelling to test the authors’ hypotheses. The main contribution of this research is the conceptualisation and test of an integrative framework identifying the links among a firm's customer agility, new product success and BDA capabilities.

The study established that BDA tools – the effective use of data aggregation tools and the effective use of data analysis tools – shape customer agility in achieving new product success. This study contributes to one’s understanding of the relevance of BDA in B2B value creation contexts.

The study findings show that BDA shapes a firm's customer agility in achieving new product success.

The emergence of social media has brought the influencer marketing landscape to an unprecedented level, where many ordinary people are turning into social media influencers. The study aims to construct and validate a model to yield strategic insights on the relevance of content curation, influencer–fans interaction and parasocial relationships development in fostering favorable endorsement outcomes (i.e. purchase intention).

The present study analyzes data from a survey of 411 consumers using partial least squares-structural equation modelling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) to understand the net and combined effects of content attributes, interaction strategies and parasocial relationships on purchase intention.

PLS-SEM results reveal that content attributes (i.e. prestige and expertise) and interaction strategies (i.e. interactivity and self-disclosure) positively influence parasocial relationships, and in turn, lead to high purchase intention. Findings from fsQCA indicate six solutions with different combinations of content attributes, interaction strategies and parasocial relationships that sufficiently explain high purchase intention.

The present study demonstrates the roles of content attributes and interaction strategies in engendering parasocial relationship and the endorsement outcome (i.e. purchase intention) from both linear and non-linear (complexity) perspectives.

This study aims to investigate the latest breakthroughs in social commerce by examining the characteristics of consumers' social self-identity factors in the food and beverage sector. The objective is to examine how social self-identities factors contribute to exchanging information on social commerce platforms for food and beverage products.

This study employed partial least squares structural equation modeling (PLS-SEM) to test the measurement and structural model. A total of 238 food and beverage website and apps users were questioned using a structural survey.

Contrary to expectations, one self-inner driver does not influence consumers' intentions to exchange social commerce information, while up-to-date information, validation and like-minded discussion have a strong impact on the social commerce exchange model.

The findings of this research offer new insights into the brand's abilities to induce social commerce. The findings also assist marketing managers in better managing brand content on these websites.

The present study aims to propose a framework elucidating the attributes of mobile augmented reality (AR) shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) and how they translate to downstream consumer-related outcomes (i.e., immersion, psychological ownership and stickiness to the retailer).

By conducting a questionnaire-based survey, 308 responses were collected, and the data were submitted to partial least square structural equation modeling (PLS-SEM) and artificial neural network (ANN) analyses.

A few important findings were generated from the present study. First, attributes of mobile augmented reality shopping apps (i.e., spatial presence, perceived personalization and perceived intrusiveness) influence stickiness to the retailer through immersion and consumer empowerment in serial. Second, immersion positively influences psychological ownership. Third, the optimum stimulation level moderates the relationship between spatial presence and immersion. Lastly, a post-hoc exploratory finding yielded by the multigroup analysis uncovered the moderating effect of gender.

This study offers a novel contribution to the smart retail literature by investigating the role of mobile AR shopping apps in predicting consumers' stickiness to the retailer. A holistic framework elucidating the serial mediating effect of immersion and consumer empowerment, and the moderating roles of optimum stimulation level and gender were validated.

New research emphasizes the importance of social communications in e-commerce purchase decision-making processes but there are many technical and social challenges such as multi-faceted trust concerns. How consumers view and value referent’s online testimonials, ratings, rants and raves, and product usage experiences remain an important factor that needs to be better understood. Social commerce as a relatively new stream in e-commerce yet is growing fast and gaining the attention of scholars and practitioners, especially due to recent revenue developments. Consistent with e-commerce websites that do not enable consumer feedback, trust is a challenging matter for consumers to consider when they visit social commerce websites. Researching trust models and influences is increasingly important especially with the proliferation of online word of mouth (WOM) strongly effecting many consumers at many different phases of social commerce purchase decision making and transacting. The paper aims to discuss this issue.

This study examines the effects and importance of institution-based trust and WOM within a model of consumer behaviour on social commerce websites. This research examines how trust and consumer feedback may affect consumers’ purchase intentions. This study collects data from the little-understood market of urban Iran and develops a research model to examine consumers’ purchase intentions on social commerce websites. A robust data set from urban Iran (n=512) is analyzed using partial least squares regression to analyze the proposed model.

The results of the analysis show that institution-based trust influences social media communication, leading to elevated purchase intention on social commerce websites. This research adds to the prior literature that espouses on the importance of consumers developing strong beliefs of vendor trust in social commerce platforms.

Explaining how consumer purchase decision making is effected by using institution-based trust and electronic WOM in a little understood Middle Eastern context an important contribution of this research. Suggestions on practical and theoretical developments of this research in the sharing commerce research stream conclude this paper.

Customers' participation in the online health community to create value with the brand is growing research interest. In addition, customers are using social media platforms to create value in the food sector. This rises points to the need to study consumers' interactions with online communities and the role of social media content and customer satisfaction in such an environment.

This research collects data using a survey approach. The data were analysed using a partial least square-structural equation modelling (PLS-SEM).

The findings indicated the impact of social media content and satisfaction on value co-creation in healthy food online communities. The study’s results provide significant new insights into the food sector during the pandemic.

This research enhances the knowledge of satisfaction and value co-creation in the social media context. The findings build on the previous literature on value co-creation, add to the food sector and explain the mediating role of satisfaction between social media content and value co-creation.