Title: A novel C2C2B business model based on the sustainability of the social media community

Authors: Yi-Jui Wang; Tzong-Ru Lee; Ville Isoherranen; Nirote Sinnarong

Addresses: Tricontinental Master Program in Global Studies, Department of Marketing, National Chung-Hsing University, Taichung 402, Taiwan ' Department of Marketing, National Chung-Hsing University, Taichung 402, Taiwan ' School of Engineering and Natural Resources, Oulu University of Applied Sciences, Oulu, Finland ' Department of Applied Economics, Maejo University, Chiang Mai 50290, Thailand

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.

Keywords: consumer to community to business; C2C2B; e-commerce; social media community; sustainability; grey relational analysis; GRA; Instagram.

DOI: 10.1504/IJWBC.2023.131409

International Journal of Web Based Communities, 2023 Vol.19 No.2/3, pp.198 - 221

Received: 30 Jan 2021
Accepted: 01 Feb 2022
Published online: 09 Jun 2023 *

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