Surfing or flowing? How to retain e-customers on the internet

Abstract

Purpose Social commerce websites entail a completely new scenario for retaining e-customers due to the richness of their social interactions. Nowadays, users can interact with companies and with other users; hence, it is considered important to study how social stimuli affect users. Drawing on the Stimulus Organism Response framework and Flow Theory, this paper aims to propose that the social stimulus (sPassion) has a positive effect on the organism (state of flow) causing positive responses from users (flow consciousness, trust and eLoyalty). Design/methodology/approach The data were collected through an online survey. The sample consists of 771 users of social commerce websites, of which 51 per cent are male and 49 per cent female, aged between 16 and 80 years. The structural equation model statistical software EQS 6 was used to test the model. Findings The empirical results confirm that passionate users are prone to experience state of flow, and, as a consequence, they are conscious of this optimal experience, resulting in an increase in trust. Originality/value The originality of this research stems from analysing how users’ passion on social commerce creates an optimal experience that boost customers’ retention.

Consumer Flow Experience of Senior Citizens in Using Social Media for Online Shopping

“…Furthermore, practitioners are advised to consider the flow approach while designing the marketing strategies for each step of the purchasing process for senior citizens to reduce the anxiety involved in the purchase process. Customer frustration experienced because of any step of the purchase process can result in the flow experience disappearing (Herrando et al, 2018 ). Hence, to reduce the adverse impacts of other phases of the buying process, SNSs must implement strategies to make the customer informed regarding the likelihood of flow, provided the optimistic answers this state induces.…”

You absolutely (don’t) need this!examining differences on customer engagement components for (anti)haul youtubers’ videos

“…In the original application of the SOR model using individuals’ perceptions-based research, stimuli are factors affecting/stimulating internal and emotional states of individuals (Eroglu et al , 2001). Previous literature within the SOR framework has mainly used stimuli such as social factors, design factors and ambient factors (Herrando et al , 2018), that is, they are external to the person and consist of both marketing mix variables and other environmental inputs (Bagozzi, 1986). In this study, which encompasses a marketing management perspective, the stimuli are considered as the marketing inputs, that is, the anti- and pro-consumption videos or user-generated content (UGC) created and published by online beauty gurus or influencers.…”

Investigating the impact of digital influencers on consumer decision-making and content outreach: using dual AISAS model

“…Therefore, we suggest fashion influencers to make their posts more influential; original, unique, and attractive content/ image by adding creative hashtags and emoji, weave a product in Instagram personal stories, and go Live on Instagram. In this way, the content will grab the attention of existing as well as potential customers, and deepen the consumer engagement (Hashoff, 2017) followed by subsequent positive behavior (Herrando et al, 2018). In addition to this, a positive behavior leads to activation/digital dissemination of information to a greater extent on private networks/closely connected network, and extended network along with an evaluative remark.…”