Congratulations to Mina on her recent publication at Journal of Business Ethics. The paper is titled\u00a0Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective, and a summary is available below:<\/p>\n
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Firms have been increasingly using social commerce platforms to engage with customers and support their brand value co-creation. While social commerce is now bringing a variety of benefits to business, it has also challenged marketing ethics surrounding online consumer privacy. Drawing on the trust-commitment theory, we develop a model that aims to create an ethical and trustworthy social commerce community for brand value co-creation by examining the impacts of online consumer privacy concerns (namely privacy risk and privacy control) and social interaction constructs (namely consumer-peer interaction and collaborative norms) on consumers\u2019 psychological reactions. Using an empirical study, we find that: (1) privacy risk, privacy control, and collaborative norms significantly influence consumers\u2019 trust; (2) consumer-peer interaction and collaborative norms are positively related to relationship commitment; and (3) relationship commitment and trust positively affect consumers\u2019 brand value co-creation in the context of social commerce. Theoretical and practical implications are discussed.<\/p>\n
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