Beyond personality: the role of social commerce interactivity and co-production in strengthening consumer−firm bonds

Purpose Though consumer-to-firm relationships are critical in today’s competitive environment, there is limited research investigating the relationship between the Big Five personality traits, social commerce interactivity and consumer-to-firm relationships. Drawing from the social exchange theory, this study aims to examine the influence of the Big Five personality traits and social commerce interactivity on co-production and consumer-to-firm relationships. Design/methodology/approach Data from 547 international and local young consumers from several countries were analysed to assess the relationships between constructs and the moderating effects of social media usage. Findings The findings confirm that Big Five personality traits and social commerce interactivity between consumer-to-consumer and consumer-to-firm actors positively influence consumer co-production and, in turn, enhance consumer-to-firm relationships. This study also found that the level of social media use moderates the relationship between consumer co-production and the strength of the consumer-to-firm relationships. Originality/value Results from this study extend the social exchange theory by showing how consumer engagement in social commerce, personality traits, interactivity and co-production strengthen consumer-to-firm relationships. Practically, these results help managers to enhance customer loyalty and satisfaction by leveraging personality insights to tailor interactions and co-production opportunities.