Customer engagement behaviour on social commerce platforms: An empirical study

Busalim, Abdelsalam H.; Ghabban, Fahad; Hussin, Ab Razak Che

doi:10.1016/j.techsoc.2020.101437

Cited by 144 publications

(143 citation statements)

References 108 publications

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“…Facilitated by information and communication technologies (ICTs), s-commerce enabled consumers to create user-generated content, share their purchasing, and spread product-related information with their friends in social network sites [2,5,28,29]. The socialtechnical features of s-commerce make it a favorable platform to share information and knowledge [30].…”

Section: Theoretical Development 21 S-commercementioning

confidence: 99%

Understanding Consumers’ Purchase Intentions in Social Commerce through Social Capital: Evidence from SEM and fsQCA

Yang

2021

JTAER

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Social commerce has become a fiercely competitive environment. Understanding consumers’ purchase intentions can help social commerce platforms retain and attract more consumers. Social capital is one of the primary resources that plays a critical role in facilitating consumers’ purchase intentions in social commerce. Here, complex relationships between different dimensions of social capital are further clarified and its impact on consumers’ purchase intentions are discussed. Based on a survey of 302 social commerce users, this study utilizes an SEM and fsQCA approach to validate the effect of social capital on consumers’ purchase intentions. The SEM results reveal that the effect of structural social capital on consumers’ purchase intentions is fully mediated by relational and cognitive social capital. The fsQCA results confirm the significance of consumers’ social capital as determinants and provide the configurations that can lead to high purchase intentions. Though previous studies have discussed the factors influencing consumers’ purchase intentions, this study takes the first step toward enhancing the understanding of the configurations that link dimensions of social capital to consumers’ purchase intentions in s-commerce using fsQCA approach.

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Section: Theoretical Development 21 S-commercementioning

confidence: 99%

Understanding Consumers’ Purchase Intentions in Social Commerce through Social Capital: Evidence from SEM and fsQCA

Yang

2021

JTAER

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“…In this context, the success of these platforms is largely determined by the registered opinion of its users [7]. In this sense, consumers frequently make decisions related to purchases only under the influence of opinions exposed by other consumers [8]. In fact, the shopping experience is as important as sharing this shopping experience to influence the purchase process [9].…”

Section: Introductionmentioning

confidence: 99%

eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

Bueno

Gallego

2021

JTAER

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This study is focused on communications that come from consumer-to-consumer (C2C) ecommerce relationships. This topic is directly associated with the electronic word-of-mouth (eWOM) phenomenon. eWOM is related to the set of positive or negative opinions made by potential, actual, or former customers about a seller. The present study proposes a structural equation modeling with partial least squares (PLS-SEM) research model to analyze consumers’ opinions impact on attitude toward purchasing. This model is based on the Information Adoption Model (IAM) in combination with an ecommerce satisfaction perspective, comprising five constructs: (1) service quality, (2) ecommerce satisfaction, (3) argument quality, (4) source credibility and (5) purchase intention. The model was tested by applying the Smart Partial Least Squares (SmartPLS) software for which 116 effective data from customers of the Taobao C2C platform were used. The findings reveal that all of the defined relationships were supported, confirming the positive impact of all the proposed constructs on the purchase intention. In this respect, the findings suggest that C2C platforms should strengthen the analyzed connections to grow the business and to promote transactions. Finally, implications and limitations related to the explanatory capacity and the sample are identified.

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“…Similarly, social presence theory has been introduced to discuss the logic behind social interaction and interpersonal relationships (Short et al, 1976), which later on became popular in the communication and information system domains (e.g. Lu et al, 2016;Schrum et al, 2012), but is being discussed in the CE context (Busalim et al, 2021;Hayes et al, 2020;Song et al, 2019). Psychological ownership theory has been originally offered to further the discourse on ownership toward organizations (Pierce et al, 2001), but the theory is gaining momentum in the domain of digital marketing (Morewedge et al, 2020), and specifically CE (Li et al, 2021).…”

Section: Research Questions Authorsmentioning

confidence: 99%

Mapping the themes and intellectual structure of customer engagement: a bibliometric analysis

Srivastava¹,

Sivaramakrishnan

2021

MIP

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PurposeCustomer engagement (CE) as a domain of research started gaining impetus when it became apparent that it can be a key driver of a firm's performance, competitive advantage and loyalty. The purpose of this study is to develop a deep understanding of the CE construct in marketing literature using bibliometric analysis.Design/methodology/approachIn this study, 940 articles were retrieved from Scopus, the well-known electronic database. Bibliographic coupling and co-occurrence analysis using VOSviewer along with content analysis were employed.FindingsAfter careful content analysis, six clusters were identified through bibliographic coupling: (1) modeling customer engagement, (2) customer engagement theory and empirical validation, (3) customer engagement and service-dominant logic, (4) customer engagement and social media, (5) customer engagement and brand platforms and (6) engagement in other contexts. The outcomes of this study would not only be valuable for scholars working in the CE domain, but could also be useful for practitioners and policymakers who wish to enhance their understanding about CE.Originality/valueOver the past decade, the research on CE construct has exploded owing to the growing interest of both scholars and practitioners in the field. Despite being a popular field of research, there is no published work on a comprehensive bibliometric analysis of the construct in marketing literature. The current study bridges this gap in the existing literature.

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Customer engagement behaviour on social commerce platforms: An empirical study

Cited by 144 publications

References 108 publications

Understanding Consumers’ Purchase Intentions in Social Commerce through Social Capital: Evidence from SEM and fsQCA

Understanding Consumers’ Purchase Intentions in Social Commerce through Social Capital: Evidence from SEM and fsQCA

eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention

Mapping the themes and intellectual structure of customer engagement: a bibliometric analysis

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