Utilising social commerce information sharing in the persuasion knowledge process and brand co-creation: A probabilistic analysis approach

Nikhashemi, S.R., Knight, Helena H ORCID: https://orcid.org/0000-0002-8537-214X and Quinton, Sarah 2023. Utilising social commerce information sharing in the persuasion knowledge process and brand co-creation: A probabilistic analysis approach. Presented at: Academy of Marketing Conference 2023:From Revolution to Revolutions 3: 3, University of Birmingham, 3-6 July 2023.

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Abstract

This study examines the impact of persuasion knowledge (PK) and brand community attachment on the links between social commerce information sharing and brand co-creation, brand advocacy, and consumer resistance to switching brands. The moderating role of content richness and trustworthiness on the effect of PK is also tested. We employ Partial-Least Square Regression to analyse the data and improved the model robustness by applying probabilistic analysis techniques. Findings confirm significant positive effects between the constructs.

Item Type:	Conference or Workshop Item (Paper)
Status:	Unpublished
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > HF Commerce
Date of First Compliant Deposit:	20 February 2024
Date of Acceptance:	2023
Last Modified:	21 Feb 2024 11:15
URI:	https://orca.cardiff.ac.uk/id/eprint/166410

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