A novel C2C2B business model based on the sustainability of the social media community
by Yi-Jui Wang; Tzong-Ru Lee; Ville Isoherranen; Nirote Sinnarong
International Journal of Web Based Communities (IJWBC), Vol. 19, No. 2/3, 2023

Abstract: This study proposes a newly defined business model, consumer to community to business (C2C2B). The fundamental core of C2C2B lies in the presence of the community, which bridges the consumer and the business, facilitates transaction, and expands trade volumes. According to the study's findings, 'group buying' and 'internet celebrity' are essential categories of this model. Given the novelty and the potential of the C2C2B business model, the study aims to examine its feasibility. To this end, a two-fold approach is adopted to investigate the key success factors that a social media community must possess for the implementation of the C2C2B business model, with consideration for its sustainability. The study also conducted an experiment to create a community that fits into the C2C2B concept.

Online publication date: Fri, 09-Jun-2023

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