{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,10,11]],"date-time":"2025-10-11T02:58:56Z","timestamp":1760151536115,"version":"build-2065373602"},"reference-count":60,"publisher":"MDPI AG","issue":"4","license":[{"start":{"date-parts":[[2022,3,31]],"date-time":"2022-03-31T00:00:00Z","timestamp":1648684800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Information"],"abstract":"<jats:p>Recent advances in social commerce and mobile technology have led to the emergence of new professions such as vlogging, blogging and virtual pop-up store owning. Starting initially as hobbies, the services provided by these \u2018new professionals\u2019 have become ubiquitous and are being used by customers from many different countries and backgrounds. This paper reports on a study that first explored the views and opinions of new professionals from several fields (using a qualitative approach), and then the views of their potential customers (a quantitative study informed by UTAUT2\u2014the extended Unified Theory of Acceptance and Use of Technology). The results indicated that new professionals both create and co-create value with their customers, peers, and some existing, traditionally established professions. The results also indicated that the intended audience\/customers of the new professional businesses had a positive perception of their long-term commercial sustainability. Customers\u2019 intention to use the new professional services in the future were predicted mostly by the behavioral characteristics of hedonic motivation and habit. The research contributes by empirically investigating the value creation and co-creation processes in a context that is yet to attract academic interest. It proposes a value creation and co-creation framework that draws on the interactions of the main players.<\/jats:p>","DOI":"10.3390\/info13040178","type":"journal-article","created":{"date-parts":[[2022,3,31]],"date-time":"2022-03-31T21:34:29Z","timestamp":1648762469000},"page":"178","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":4,"title":["Value and Sustainability of Emerging Social Commerce Professions: An Exploratory Study"],"prefix":"10.3390","volume":"13","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-2241-109X","authenticated-orcid":false,"given":"Krassie","family":"Petrova","sequence":"first","affiliation":[{"name":"Department of Computer Science and Software Engineering, School of Engineering, Auckland University of Technology, Auckland 1010, New Zealand"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sagorika","family":"Datta","sequence":"additional","affiliation":[{"name":"Department of Computer Science and Software Engineering, School of Engineering, Auckland University of Technology, Auckland 1010, New Zealand"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2022,3,31]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"1198","DOI":"10.1111\/ijcs.12690","article-title":"The use of mobile devices in-store and the effect on shopping experience: A systematic literature review and research agenda","volume":"45","author":"Cavalinhos","year":"2021","journal-title":"Int. J. Consum. Stud."},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"12","DOI":"10.4018\/IJMDWTFE.2019070102","article-title":"Emerging Trends in M-Commerce Consumer Behavior: Literature Review and Research Agenda","volume":"10","author":"Ettis","year":"2019","journal-title":"Int. J. Mob. Devices Wearable Technol. Flex. Electron."},{"key":"ref_3","doi-asserted-by":"crossref","unstructured":"Du, S., and Li, H. (2019). The Knowledge Mapping of Mobile Commerce Research: A Visual Analysis Based on I-Model. Sustainability, 11.","DOI":"10.3390\/su11061580"},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"745","DOI":"10.1108\/BJM-04-2021-0157","article-title":"Value creation in mobile social media: A systematic review and agenda for future research","volume":"16","author":"Ju","year":"2021","journal-title":"Baltic J. Manag."},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"102190","DOI":"10.1016\/j.jretconser.2020.102190","article-title":"A detailed behavioral analysis on consumer and customer changing behavior with respect to social networking sites","volume":"58","author":"Sundararaj","year":"2020","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"100885","DOI":"10.1016\/j.elerap.2019.100885","article-title":"A systematic literature review and analysis on mobile apps in m-commerce: Implications for future research","volume":"37","author":"Tang","year":"2019","journal-title":"Electron. Commer. Res. Appl."},{"key":"ref_7","doi-asserted-by":"crossref","first-page":"38","DOI":"10.1016\/j.elerap.2018.05.005","article-title":"Social commerce: A systematic review and data synthesis","volume":"30","author":"Han","year":"2018","journal-title":"Electron. Commer. Res. Appl."},{"key":"ref_8","doi-asserted-by":"crossref","first-page":"317","DOI":"10.1080\/0965254X.2017.1408672","article-title":"A systematic review on social commerce","volume":"27","author":"Esmaeili","year":"2019","journal-title":"J. Strateg. Mark."},{"key":"ref_9","doi-asserted-by":"crossref","unstructured":"Park, J.Y., Sung, C.S., and Im, I. (2017). Does Social Media Use Influence Entrepreneurial Opportunity? A Review of its Moderating Role. Sustainability, 9.","DOI":"10.3390\/su9091593"},{"key":"ref_10","unstructured":"The Oxford Magazine (2021, December 31). Meet Australia\u2019s First Professional Instagrammer: Lauren Bath. Available online: https:\/\/thefoxmagazine.com\/photography\/instagrammer-lauren-bath\/."},{"key":"ref_11","doi-asserted-by":"crossref","first-page":"2158244020968786","DOI":"10.1177\/2158244020968786","article-title":"Has Blog Reader\u2013Focused Research Evolved?","volume":"10","author":"Elega","year":"2020","journal-title":"SAGE Open"},{"key":"ref_12","doi-asserted-by":"crossref","first-page":"18","DOI":"10.4018\/IJKSS.2018070102","article-title":"The role micro-blogging plays in informal communication and knowledge sharing activities within universities: A review of the literature","volume":"9","author":"Kazemian","year":"2018","journal-title":"Int. J. Knowl. Syst. Sci. (IJKSS)"},{"key":"ref_13","unstructured":"(2021, December 05). Digital Marketing Conferences (DigiMarCon). Available online: https:\/\/digimarcon.com\/events\/."},{"key":"ref_14","unstructured":"(2021, December 05). VidCon. Available online: https:\/\/www.vidcon.com\/."},{"key":"ref_15","unstructured":"(2021, December 05). Sellbrite Blog. How to Drive Traffic to your Etsy Shop using Instagram. Available online: https:\/\/www.sellbrite.com\/blog\/how-to-drive-traffic-to-your-etsy-shop-using-instagram\/."},{"key":"ref_16","unstructured":"Bureau of Labor Statistics, U.S. Department of Labor (2021, December 05). Occupational Outlook Handbook, Writers and Authors, Available online: https:\/\/www.bls.gov\/ooh\/media-and-communication\/writers-and-authors.htm."},{"key":"ref_17","unstructured":"Office for National Statistics, U.K. Government (2021, December 05). SOC 2020\u2014The Current Standard Occupational Classification for the UK, Available online: https:\/\/www.ons.gov.uk\/methodology\/classificationsandstandards\/standardoccupationalclassificationsoc\/soc2020."},{"key":"ref_18","first-page":"16","article-title":"New and emerging occupations","volume":"46","author":"Crosby","year":"2002","journal-title":"Occup. Outlook Q."},{"key":"ref_19","doi-asserted-by":"crossref","first-page":"106202","DOI":"10.1016\/j.chb.2019.106202","article-title":"Predicting newcomer integration in online learning communities: Automated dialog assessment in blogger communities","volume":"105","author":"Nistor","year":"2019","journal-title":"Comput. Hum. Behav."},{"key":"ref_20","doi-asserted-by":"crossref","first-page":"292","DOI":"10.22452\/ajba.vol11no1.10","article-title":"Antecedents of Consumer Attitude towards Blogger Recommendations and its Impact on Purchase Intention","volume":"11","author":"Ing","year":"2018","journal-title":"Asian J. Bus. Account."},{"key":"ref_21","first-page":"3041","article-title":"Analyzing Online Shopping Behavior from the Perspective of Youtube: Do Vlog Content and Vlogger","volume":"18","author":"Tolunay","year":"2021","journal-title":"Charact. Matter OPUS Int. J. Soc. Res."},{"key":"ref_22","doi-asserted-by":"crossref","first-page":"326","DOI":"10.1108\/OIR-02-2016-0049","article-title":"The moderating effect of blogger social influence and the reader\u2019s experience on loyalty toward the blogger","volume":"43","author":"Arrieta","year":"2019","journal-title":"Online Inf. Rev."},{"key":"ref_23","doi-asserted-by":"crossref","unstructured":"Vallas, S.P., and Kovalainen, A. (2019). Work and Value Creation in the Platform Economy, Emerald Publishing Limited. Work and Labor in the Digital Age (Research in the Sociology of Work).","DOI":"10.1108\/S0277-2833201933"},{"key":"ref_24","first-page":"101027","article-title":"Streamers: The new wave of digital entrepreneurship? Extant corpus and research agenda","volume":"46","author":"Giertz","year":"2020","journal-title":"Electron. Commer. Res. Appl."},{"key":"ref_25","doi-asserted-by":"crossref","unstructured":"Dubbelink, S.I., Herrando, C., and Constantinides, E. (2021). Social Media Marketing as a Branding Strategy in Extraordinary Times: Lessons from the COVID-19 Pandemic. Sustainability, 13.","DOI":"10.3390\/su131810310"},{"key":"ref_26","doi-asserted-by":"crossref","first-page":"4","DOI":"10.1108\/10878570410699249","article-title":"Co-creating unique value with customers","volume":"32","author":"Prahalad","year":"2004","journal-title":"Strat. Leadersh."},{"key":"ref_27","doi-asserted-by":"crossref","first-page":"145","DOI":"10.1016\/j.emj.2008.04.003","article-title":"On value and value co-creation: A service systems and service logic perspective","volume":"26","author":"Vargo","year":"2008","journal-title":"Eur. Manag. J."},{"key":"ref_28","doi-asserted-by":"crossref","first-page":"5","DOI":"10.1007\/s11747-015-0456-3","article-title":"Institutions and axioms: An extension and update of service-dominant logic","volume":"44","author":"Vargo","year":"2015","journal-title":"J. Acad. Mark. Sci."},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"104200","DOI":"10.1016\/j.tourman.2020.104200","article-title":"Value co-creation in sustainable tourism: A service-dominant logic approach","volume":"82","author":"Font","year":"2020","journal-title":"Tour. Manag."},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"39","DOI":"10.4018\/ijom.2014010104","article-title":"A Study of Online Co-Creation Strategies of Starbucks Using Netnography","volume":"4","author":"Sindhwani","year":"2014","journal-title":"Int. J. Online Mark."},{"key":"ref_31","doi-asserted-by":"crossref","first-page":"196","DOI":"10.1016\/j.jbusres.2017.11.027","article-title":"What is co-creation? An interactional creation framework and its implications for value creation","volume":"84","author":"Ramaswamy","year":"2018","journal-title":"J. Bus. Res."},{"key":"ref_32","doi-asserted-by":"crossref","first-page":"1740015","DOI":"10.1142\/S1363919617400151","article-title":"Sustainable industrial value creation: Benefits and challenges of Industry 4.0","volume":"21","author":"Kiel","year":"2017","journal-title":"Int. J. Innov. Manag."},{"key":"ref_33","doi-asserted-by":"crossref","first-page":"761","DOI":"10.1108\/EBR-05-2018-0106","article-title":"Value co-creation and social media: A systematic literature review using citation and thematic analysis","volume":"31","author":"Rashid","year":"2019","journal-title":"Eur. Bus. Rev."},{"key":"ref_34","doi-asserted-by":"crossref","first-page":"5","DOI":"10.1002\/dir.20015","article-title":"Co-creation experiences: The next practice in value creation","volume":"18","author":"Prahalad","year":"2004","journal-title":"J. Interact. Mark."},{"key":"ref_35","first-page":"770","article-title":"Enhancing the interpretation of \u201csignificant\u201d findings: The role of mixed methods research","volume":"9","author":"Onwuegbuzie","year":"2004","journal-title":"Qual. Rep."},{"key":"ref_36","doi-asserted-by":"crossref","first-page":"518","DOI":"10.1108\/JOSM-07-2018-412","article-title":"Service-dominant logic, service ecosystems and institutions: An editorial","volume":"29","author":"Ng","year":"2018","journal-title":"J. Serv. Manag."},{"key":"ref_37","doi-asserted-by":"crossref","first-page":"724","DOI":"10.1016\/j.jbusres.2020.03.020","article-title":"Digital information flows across a B2C\/C2C continuum and technological innovations in service ecosystems: A service-dominant logic perspective","volume":"121","author":"Peltier","year":"2020","journal-title":"J. Bus. Res."},{"key":"ref_38","doi-asserted-by":"crossref","first-page":"3","DOI":"10.1016\/j.indmarman.2019.03.003","article-title":"Evolution of service-dominant logic: Towards a paradigm and metatheory of the market and value cocreation?","volume":"79","author":"Brodie","year":"2019","journal-title":"Ind. Mark. Manag."},{"key":"ref_39","doi-asserted-by":"crossref","first-page":"73","DOI":"10.1016\/j.indmarman.2016.03.011","article-title":"Technology-enabled value co-creation: An empirical analysis of actors, resources, and practices","volume":"56","author":"Breidbach","year":"2016","journal-title":"Ind. Mark. Manag."},{"key":"ref_40","doi-asserted-by":"crossref","first-page":"687","DOI":"10.1108\/EBR-08-2019-0149","article-title":"Value co-creation and technological progression: A critical review","volume":"32","author":"Zhang","year":"2020","journal-title":"Eur. Bus. Rev."},{"key":"ref_41","unstructured":"(2021, December 23). Top 10 Highest Earning Bloggers 2021 (Earnings & Analysis). Available online: https:\/\/www.targetinternet.com\/top-10-highest-earning-bloggers-2021-earnings-analysis\/."},{"key":"ref_42","unstructured":"Berg, M., and Brown, A. (2021, December 27). The Highest-Paid YouTube Stars of 2020. Available online: https:\/\/www.forbes.com\/sites\/maddieberg\/2020\/12\/18\/the-highest-paid-youtube-stars-of-2020\/?sh=415930e86e50."},{"key":"ref_43","doi-asserted-by":"crossref","first-page":"2954","DOI":"10.1111\/jan.13031","article-title":"Systematic methodological review: Developing a framework for a qualitative semi-structured interview guide","volume":"72","author":"Kallio","year":"2016","journal-title":"J. Adv. Nurs."},{"key":"ref_44","unstructured":"Boeije, H. (2010). Analysis in Qualitative Research, Sage Publications."},{"key":"ref_45","unstructured":"Salda\u00f1a, J. (2013). The Coding Manual for Qualitative Researchers, Sage Publications. [4th ed.]."},{"key":"ref_46","doi-asserted-by":"crossref","unstructured":"Tesch, R. (2013). Qualitative Research: Analysis Types and Software, Routledge.","DOI":"10.4324\/9781315067339"},{"key":"ref_47","doi-asserted-by":"crossref","first-page":"208","DOI":"10.1108\/BL-04-2018-0020","article-title":"m-commerce technology adoption: Thematic and citation analysis of scholarly research during (2008\u20132017)","volume":"31","author":"Chhonker","year":"2018","journal-title":"Bottom Line"},{"key":"ref_48","doi-asserted-by":"crossref","first-page":"102269","DOI":"10.1016\/j.ijinfomgt.2020.102269","article-title":"The extended Unified Theory of Acceptance and Use of Technology (UTAUT2): A systematic literature review and theory evaluation","volume":"57","author":"Tamilmani","year":"2020","journal-title":"Int. J. Inf. Manag."},{"key":"ref_49","doi-asserted-by":"crossref","first-page":"157","DOI":"10.2307\/41410412","article-title":"Consumer acceptance and use of Information technology: Extending the unified theory of acceptance and use of Technology","volume":"36","author":"Venkatesh","year":"2012","journal-title":"MIS Q."},{"key":"ref_50","doi-asserted-by":"crossref","first-page":"425","DOI":"10.2307\/30036540","article-title":"User acceptance of information technology: Toward a unified view","volume":"27","author":"Venkatesh","year":"2003","journal-title":"MIS Q."},{"key":"ref_51","doi-asserted-by":"crossref","first-page":"559","DOI":"10.1007\/s10796-017-9802-y","article-title":"Analysis of Factors that Influence Customers\u2019 Willingness to Leave Big Data Digital Footprints on Social Media: A Systematic Review of Literature","volume":"20","author":"Muhammad","year":"2017","journal-title":"Inf. Syst. Front."},{"key":"ref_52","doi-asserted-by":"crossref","first-page":"159","DOI":"10.1016\/j.im.2003.12.009","article-title":"Psychological antecedents of institution-based consumer trust in e-retailing","volume":"42","author":"Walczuch","year":"2004","journal-title":"Inf. Manag."},{"key":"ref_53","unstructured":"Field, A. (2013). Discovering Statistics Using IBM SPSS Statistics, Sage Publications, Inc."},{"key":"ref_54","unstructured":"Hutcheson, G.D., and Sofroniou, N. (1999). The Multivariate Social Scientist: Introductory Statistics Using Generalized Linear Models, Sage Publications, Inc."},{"key":"ref_55","doi-asserted-by":"crossref","unstructured":"Stevens, J.P. (2012). Applied Multivariate Statistics for the Social Sciences, Routledge.","DOI":"10.4324\/9780203843130"},{"key":"ref_56","first-page":"202","article-title":"Online grocery shopping: The impact of shopping frequency on perceived risk","volume":"26","author":"Mortimer","year":"2016","journal-title":"Int. Rev. Retail. Distrib. Consum. Res."},{"key":"ref_57","first-page":"562","article-title":"Shopping behavior and the involvement construct","volume":"14","author":"Kinley","year":"2010","journal-title":"J. Fash. Mark. Manag. Int. J."},{"key":"ref_58","first-page":"46","article-title":"The one number you need to grow","volume":"81","author":"Reichheld","year":"2003","journal-title":"Harv. Bus. Rev."},{"key":"ref_59","doi-asserted-by":"crossref","first-page":"101782","DOI":"10.1016\/j.jretconser.2019.03.009","article-title":"Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty and E-WOM","volume":"53","author":"Tran","year":"2020","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_60","unstructured":"Stern, C. (2018, December 27). A VERY Stylish Showdown! Vogue Editors Take Aim at \u2018Pathetic\u2019 Bloggers Who Sit Front Row at Fashion Week in a Scathing Article, Branding the Online Stars \u2018Desperate\u2019 and \u2018Embarrassing\u2019. Daily Mail UK. Available online: http:\/\/www.dailymail.co.uk\/femail\/article-3809981\/."}],"container-title":["Information"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/2078-2489\/13\/4\/178\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,10]],"date-time":"2025-10-10T22:47:44Z","timestamp":1760136464000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/2078-2489\/13\/4\/178"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2022,3,31]]},"references-count":60,"journal-issue":{"issue":"4","published-online":{"date-parts":[[2022,4]]}},"alternative-id":["info13040178"],"URL":"https:\/\/doi.org\/10.3390\/info13040178","relation":{},"ISSN":["2078-2489"],"issn-type":[{"type":"electronic","value":"2078-2489"}],"subject":[],"published":{"date-parts":[[2022,3,31]]}}}