CUSTOMER PARTICIPATION ETHICAL REVIEW AND VALUE CO-CREATION ON SHARING ECONOMY PLATFORMS AMONG CUSTOMERS OF GREEN FOOD IN GHANA
DOI:
https://doi.org/10.55197/qjssh.v5iSI1.570Keywords:
affection, cognitive, service engagement, customer engagement, moral obligationAbstract
The objective of this research was to design a framework to examine the impact of ethical reviews on participation and co-creation on sharing economy platforms among customers of green foods. Data was collected from 591 green food customers on share economic platform users in Ghana, using confirmatory factor analysis and structural equation modelling to address the essential role of ethical review as a mediating factor between customer participation and the intention to co-create value on share economy platforms. The results confirm that consumers’ ethical reviews of sharing economy platforms act as a crucial mediating variable that influences customer participation and value co-creation. This study introduces a novel construct of customer ethics review, proposing a multidimensional framework for understanding consumers’ ethical reviews of sharing economy platforms and their impact on value co-creation. This work is the first to examine the ethical review of sharing economy platforms, offering a new construct to enhance ethics literature and providing practical insights for platform operators to foster customer participation and co-creation.
References
Akaka, M.A., Parry, G. (2019): Value-in-context: An exploration of the context of value and the value of context. – Handbook of Service Science, Volume II 20p.
Alavi, S., Habel, J. (2021): The human side of digital transformation in sales: review & future paths. – Journal of Personal Selling & Sales Management 41(2): 83-86.
Alavi, S., Habel, J., Guenzi, P., Wieseke, J. (2018): The role of leadership in salespeople’s price negotiation behavior. – Journal of the Academy of Marketing Science 46: 703-724.
Ameer, I., Halinen, A. (2019): Moving beyond ethical decision-making: A practice-based view to study unethical sales behavior. – Journal of Personal Selling & Sales Management 39(2): 103-122.
Amegbe, H., Boateng, H., Mensah, F.S. (2017): Brand community integration and customer satisfaction of social media network sites among students. – Management Science Letters 7(11): 541-554.
Anand, A., Bowen, M., Rangarajan, D. (2023): To be or not to be: a review of the (un) ethical salespeople literature. – Journal of Business & Industrial Marketing 38(9): 1837-1851.
Anand, A., Brøns Kringelum, L., Øland Madsen, C., Selivanovskikh, L. (2021): Interorganizational learning: a bibliometric review and research agenda. – The Learning Organization 28(2): 111-136.
Bailey, A.A., Bonifield, C.M., Arias, A. (2018): Social media use by young Latin American consumers: An exploration. – Journal of Retailing and Consumer Services 43: 10-19.
Barile, S., Bassano, C., Piciocchi, P., Saviano, M., Spohrer, J.C. (2024): Empowering value co-creation in the digital age. – Journal of Business & Industrial Marketing 39(6): 1130-1143.
Barnes, S., De Ruyter, K. (2022): Guest editorial: Artificial intelligence as a market-facing technology: getting closer to the consumer through innovation and insight. – European Journal of Marketing 56(6): 1585-1589.
Cabiddu, F., Frau, M., Moi, L. (2018): Exploring the role of NVivo software in marketing research. – Mercati e competitività 21p.
Cadwalladr, C., Graham-Harrison, E. (2018): Revealed: 50 million Facebook profiles harvested for Cambridge Analytica in major data breach. – The Guardian 17(1): 12p.
Dahl, A.J., Milne, G.R., Peltier, J.W. (2021): Digital health information seeking in an omni-channel environment: A shared decision-making and service-dominant logic perspective. – Journal of Business Research 125: 840-850.
Dahl, A.J., Peltier, J.W., Milne, G.R. (2022): Reducing information asymmetry and increasing health value co‐creation in a rural healthcare context. – Journal of Consumer Affairs 56(2): 512-535.
Dahl, A.J., Peltier, J.W., Swan, E.L. (2023): Anticipatory value-in-use in early-stage digital health service transformations: How consumers assess value propositions before and after abrupt, exogenous shocks. – Journal of Business Research 163: 13p.
Dodds, S., Russell–Bennett, R., Chen, T., Oertzen, A.S., Salvador-Carulla, L., Hung, Y.C. (2022): Blended human-technology service realities in healthcare. – Journal of Service Theory and Practice 32(1): 75-99.
Echeverri, P., Skålén, P. (2021): Value co-destruction: Review and conceptualization of interactive value formation. – Marketing Theory 21(2): 227-249.
Elsharnouby, M.H., Mohsen, J., Saeed, O.T., Mahrous, A.A. (2021): Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement. – Journal of Research in Interactive Marketing 15(4): 571-591.
FR Oswald, A.J., Mascarenhas, S.J. (2018): The Domain and Context of Corporate Ethics: Introducing Concepts and Directions. – In Corporate Ethics for Turbulent Markets, Emerald Publishing Limited 33p.
Gao, L., Li, G., Tsai, F., Gao, C., Zhu, M., Qu, X. (2023): The impact of artificial intelligence stimuli on customer engagement and value co-creation: the moderating role of customer ability readiness. – Journal of Research in Interactive Marketing 17(2): 317-333.
Gligor, D., Bozkurt, S. (2021): The role of perceived social media agility in customer engagement. – Journal of Research in Interactive Marketing 15(1): 125-146.
Gordon, I.M., Nazari, J.A. (2018): Review of SOX in the business ethics literature. – Managerial Auditing Journal 33(5): 470-502.
Hajli, N. (2018): Ethical environment in the online communities by information credibility: a social media perspective. – Journal of Business Ethics 149(4): 799-810.
Hajli, N., Shanmugam, M., Papagiannidis, S., Zahay, D., Richard, M.O. (2017): Branding co-creation with members of online brand communities. – Journal of Business Research 70: 136-144.
Izogo, E.E., Mpinganjira, M. (2020): Behavioral consequences of customer inspiration: the role of social media inspirational content and cultural orientation. – Journal of Research in Interactive Marketing 14(4): 431-459.
Kamboj, S. (2020): Applying uses and gratifications theory to understand customer participation in social media brand communities: Perspective of media technology. – Asia Pacific Journal of Marketing and Logistics 32(1): 205-231.
Kamboj, S., Sarmah, B., Gupta, S., Dwivedi, Y. (2018): Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. – International Journal of Information Management 39: 169-185.
Laczniak, G.R., Murphy, P.E. (2019): The role of normative marketing ethics. – Journal of Business Research 95: 401-407.
Lail, B., MacGregor, J., Marcum, J., Stuebs, M. (2017): Virtuous professionalism in accountants to avoid fraud and to restore financial reporting. – Journal of Business Ethics 140: 687-704.
Lange, D., Bundy, J. (2018): The association between ethics and stakeholder theory. – In Sustainability, Stakeholder Governance, and Corporate Social Responsibility, Emerald Publishing Limited 22p.
Ma, X., Hancock, J.T., Lim Mingjie, K., Naaman, M. (2017): Self-disclosure and perceived trustworthiness of Airbnb host profiles. – In Proceedings of the 2017 ACM Conference on Computer Supported Cooperative Work and Social Computing 12p.
Merz, M.A., Zarantonello, L., Grappi, S. (2018): How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale. – Journal of Business Research 82: 79-89.
Mittendorf, C. (2016). What Trust means in the Sharing Economy: A provider perspective on Airbnb. com. – AMCIS 2016 Proceedings 31p.
Myers, C.G., Kudsi, O.Y., Ghaferi, A.A. (2018): Social media as a platform for surgical learning: use and engagement patterns among robotic surgeons. – Annals of Surgery 267(2): 233-235.
Nadeem, W., Juntunen, M., Juntunen, J. (2017): Consumer segments in social commerce: A latent class approach. – Journal of Consumer Behaviour 16(3): 279-292.
Nesi, J., Choukas-Bradley, S., Prinstein, M.J. (2018): Transformation of adolescent peer relations in the social media context: Part 1-A theoretical framework and application to dyadic peer relationships. – Clinical Child and Family Psychology Review 21: 267-294.
Perren, R., Kozinets, R.V. (2018): Lateral exchange markets: How social platforms operate in a networked economy. – Journal of Marketing 82(1): 20-36.
Santos Corrada, M., Flecha, J.A., Lopez, E. (2020): The gratifications in the experience of the use of social media and its impact on the purchase and repurchase of products and services. – European Business Review 32(2): 297-315.
Sigurjonsson, T.O., Haraldsson, R.H., Mitchell, J. (2023): Corporate governance and business ethics in Iceland: studies on contemporary governance and ethical dilemmas. – Emerald Publishing Limited 247p.
Swan, E.L., Peltier, J.W., Dahl, A.J. (2024): Artificial intelligence in healthcare: the value co-creation process and influence of other digital health transformations. – Journal of Research in Interactive Marketing 18(1): 109-126.
Tariq, A., Wang, C., Tanveer, Y., Akram, U., Akram, Z. (2019): Organic food consumerism through social commerce in China. – Asia Pacific Journal of Marketing and Logistics 31(1): 202-222.
Thøgersen, J., De Barcellos, M.D., Perin, M.G., Zhou, Y. (2015): Consumer buying motives and attitudes towards organic food in two emerging markets: China and Brazil. – International Marketing Review 32(3/4): 389-413.
Zolkepli, I.A., Kamarulzaman, Y., Kitchen, P.J. (2018): Uncovering psychological gratifications affecting social media utilization: A multiblock hierarchical analysis. – Journal of Marketing Theory and Practice 26(4): 412-430.
