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As competition in the industry intensifies, companies must use market-oriented approaches to gain competitive superiority; one of the approaches that can lead to the success of companies in the competitive market is to undertake social co-creation with the help of customers. Although the use of social media for the development of social interactions has expanded, very little attention has been paid to how the concept of social co-creation is formed on social media by users. Therefore, this study aims to investigate the effect of personality traits and website quality on social co-creation, with the mediating role of trust in tourism websites.

This research, in terms of purpose, is practical, and in terms of information collection, it is a descriptive survey. The research statistical population is all users of active tourism sites in Iran. The sampling method is non-probability and available sampling. The questionnaire was designed based on the Likert scale and was distributed electronically among the statistical sample. After collecting and reviewing the questionnaires, 203 were used for analysis. The data analysis method in this study is hierarchical multiple regression.

The results indicated that personality traits and website quality are correlated with trust and social co-creation. The dimensions of website quality, including quality of information, quality of system and quality of service on tourism websites, have considerable and positive effects on trust. Also, all dimensions of the personality traits, except extraversion and neuroticism, have a considerable and positive effect on trust. Moreover, the correlation between trust and social co-creation is positive.

According to the review of the digital marketing literature, some researchers examined the influential factors in co-creation, but there is little research about how the interaction of these three concepts (personality traits, website quality and trust) enhances co-creation. This study contributes to the existing literature with empirical evidence of how personality traits and website quality influence co-creation by mediating the role of trust.

Researchers, with the widespread acceptance of Web-based technologies by companies, have recently discovered a new type of social capital through these mass communication tools, but there is still limited knowledge about its formation. Therefore, this study specifically aims to conceptualize and validate brand social capital (BSC) by analyzing the role of the online brand community’s social media capital (OBCSC).

Research data was collected using a questionnaire with 39 closed-ended questions. Participants, among the 220 questionnaires distributed, only returned 140 acceptable questionnaires, indicating a response rate of 64%. The statistical population of the study included managers and employees of e-commerce companies active in social media in the field of B2C who introduce and sell their products and services on various types of social networking websites. This study performed data analysis using structural equation modeling with partial least squares.

The results showed that OBCSC has a positive and significant effect on the integration of brand knowledge, branding co-creation and sense of belonging to the brand community, and in addition, using the mediating role of these three variables, it also has a positive effect on BSC. This study rejects only hypothesis 8 among all the hypotheses formulated, which shows that the sense of belonging to the brand community has no significant effect on branding co-creation.

By conceptualizing a new phenomenon called BSC and how its conversion mechanism is, this research defines a specific and formulated path to better identify the results of the organizational use of social media. In addition, it significantly contributes to increasing managers’ understanding of the importance of online brand community activities in internalizing customer brand knowledge within the company and turning it into wealth.

Following the emergence of Web 2.0 technologies, social commerce has been viewed as an inseparable part of today’s business environment. Social commerce is a recent version of e-commerce, which has rapidly become a new interesting field for both practitioners and academics. To improve social commerce success, managers should be aware of what encompasses social commerce quality, how consumers sense it and how it is assessed. Though, despite the importance of social commerce, designing of scales for measuring the social commerce quality has rarely been explored. Therefore, the purpose of this study is to develop a new scale for measuring the social commerce service quality comprehensively.

To obtain the research objective, in the first step, a comprehensive literature review along with focus group discussions was conducted to theoretically conceptualize service quality dimensions and measures. Then, for evaluating the proposed scale via social commerce customers, the survey method was used. Finally, the verified measures were weighted and ranked using fuzzy analytic hierarchy process.

The findings showed that social commerce service quality is a hierarchical and multidimensional construct consisting of six key dimensions including information quality, social interaction quality, design quality, functional quality, social trust/security and social support.

The study results assist managers to improve the quality of social commerce services through increasing the awareness of customers’ perceptions and expectations concerning social service quality. They further help managers to understand systematically all dimensions of social commerce service quality, which may lead to reduce the risk of social commerce adaptation failure and consequently increase the customers’ satisfaction.

The role of service quality in acceptance and success of social commerce has been emphasized by many academics and practitioners. However, review of the previous literature shows that inadequate studies in this field have been conducted so far. The main contribution of this study is conceptualization and development of a validated scale for measuring the social commerce service quality. This scale provides a useful instrument for researchers who wish to measure the service quality of social commerce and for managers who want to improve the perceived quality of their services.