The on-line social networks or social media facilitated the interactions and the information sharing between the Internet users. The marketers aware of the importance of the word of mouth and recommendation, tried to use the social networks to contact consumers and encourage them to promote their brands by playing the role of market mavens. In this study we tried to identify the motivations or the determinants of the word of mouth on the on-line social networks. For that purpose, we presented an integrator model which includes psychological and social factors to understand this phenomenon. We conduct exploratory and confirmatory analysis to ascertain friability and validity of measures. We used PLS analysis to test hypothesis. Findings and managerial implication are also presented.

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In this paper, we study how the interaction with consumers on social media impacts impulse buying using the data of 396 questionnaires. The results confirm that the e-tailer's reputation, familiarity, and the relevance of his social media communication positively impact trust and impulse buying. We have also found that social distance moderates the effect of the e-tailer’s reputation and the perceived relevance of the e-tailer's social media communication on impulse buying. Knowing how social media communication influences impulse buying enables companies to strengthen synergy between social media presence and the online store.

Having a website is no longer an option for businesses but a necessity in the new digital economy. To meet this challenge, companies must design websites facilitating electronic transactions and retaining customers. Hence, companies need to know and focus on the key triggers that drive consumers to buy online. This chapter sheds light on the effects of three fundamental website features on online shopping. Website usability, website interactivity, and website personality describe the evolution of website design. Website design has changed to become more responsive and efficient. To develop their first websites, companies focused on usability and ease of use. Website usability aims to strengthen the user's perceived control and facilitate online shopping. The expectations of online shoppers have evolved by requiring a highly captivating and engaging online experience. Therefore, companies tried to meet those expectations by developing interactive and playful websites. To stand out from the competition, companies rely on symbolism and website personality.