The concepts of social commerce have been widely discussed, yet the value co-creation practices in social commerce environment are under explored. It is not clear how buyers and sellers co-create value and what is the relationship between the practices with their participation in social commerce community. This paper intends to fill the gap between global business and microenterprise study on co-creation. The method for data gathering used for this research includes observation, netnography and semi-structured interview. 42 participants were interviewed and the findings show that the co-creation practices are the result of their active participation in this community. These practices are also encouraged by the existence of multiple social media platform which assists them to communicate better in order to co-create.
Keywords: co-creation, social commerce, virtual community
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