Using social presence theory to predict online consumer engagement in the emerging markets

Yeboah, Abraham; Agyekum, Ofosu; Owusu-Prempeh, Vida; Prempeh, Kwadwo Boateng

doi:10.1186/s43093-023-00250-z

Cited by 6 publications

References 95 publications

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MV‐QUAL: A tool for understanding decisions to purchase virtual products in the metaverse

Cadet,

Gironda,

O'Leary

et al. 2024

J of Consumer Behaviour

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This paper develops the metaverse quality (MV‐Qual) scale and explores the various factors that may impact consumers' perceptions of quality and value when purchasing virtual products in a metaverse world. Utilizing Flow Theory and SERVQUAL as theoretical lenses to conduct our research, a framework was developed and tested, demonstrating how various factors are interconnected and impact consumers' shopping experiences in the metaverse. Data were collected from a national sample of 322 metaverse users in the United States and analyzed using partial least squares structural equation modeling in SmartPLS, complemented by a neural network causal analysis in Neusrel. The results demonstrated that several factors impact metaverse store quality and perceived virtual product value, including control, vividness, avatar design, rarity, and resale value. Subsequently, metaverse store quality and perceived virtual product value positively impact the intention to purchase virtual products in metaverse. This research contributes to the advancement of understanding consumer behavior in the metaverse and adds to the emerging marketing literature on the metaverse. Furthermore, the MV‐QUAL scale developed serves as a practical tool that both marketing researchers and practitioners can use to enhance understanding and discover new ways to improve the metaverse consumer experience.

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MV‐QUAL: A tool for understanding decisions to purchase virtual products in the metaverse

Cadet,

Gironda,

O'Leary

et al. 2024

J of Consumer Behaviour

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Telepresence, social presence and involvement in consumer’s intention to buy apparels through an interplay of consumer brand engagement

Zahid,

Kamran,

Szostak

et al. 2024

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Purpose The aim of this paper is to explore the effect of telepresence, social presence and consumer involvement on intention to purchase, with an intervening impact of three dimensions of consumer brand engagement (cognitive processing, affection processing and activation). Design/methodology/approach The study followed a surveying technique and an adopted questionnaire was used to collect data from 426 shoppers of apparels. The model was tested using Smart PLS and it was found that there is a positive relationship between telepresence, social presence and consumer brand involvement with consumer brand engagement, which also mediates their relationship with intention to purchase. Findings This study offers analytical evidence for telepresence, social presence and involvement of customers and advances the literature of brand engagement. Marketers can benefit from this study and design their future campaigns to enhance the involvement of customers by utilizing the outcomes of this study. Originality/value This study offers analytical evidence for telepresence, social presence and involvement of customers and advances the literature of brand engagement. Marketers can benefit from this study and design their future campaigns to enhance the involvement of customers by utilizing the outcomes of this study.

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Does social presence drive customer brand engagement and purchase intention in the fashion retail metaverse? The moderating role of self-efficacy

Agnihotri,

Chaturvedi,

Swarup

et al. 2024

INTR

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PurposeThe study investigates the relationship between social presence dimensions and customer brand engagement (CBE) as well as the relation between customer brand engagement and purchase intention (PI) in the fashion retail metaverse with self-efficacy moderating between CBE and PI.Design/methodology/approachThe data were gathered by conducting an online survey (n = 476) from young adults exposed to fashion retail metaverse platforms. The collected data were analyzed using structural equation modeling.FindingsThe findings discovered that social presence dimensions positively impact CBE, which substantially impacts the PI of young consumers in the fashion retail metaverse. The findings demonstrate that self-efficacy moderates the relationship between CBE and PI.Research limitations/implicationsThis study uses cross-sectional data in the fashion retail metaverse for young consumers. Future studies can use longitudinal data in the context of other industries and demographic profiles to assess changing customer behavior.Practical implicationsThis study implies that customer experiences can be enriched through social presence dimensions, helping brands adapt their offers to create more engaging and rewarding customer interactions. It offers insights for brand managers aiming to augment the relationship between CBE and PI.Originality/valueThe study uniquely explores the relationship between social presence dimensions and CBE within the fashion retail metaverse. It examines self-efficacy as a moderator between CBE and PI, providing fresh insights into consumer behavior in the fashion retail metaverse.

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Using social presence theory to predict online consumer engagement in the emerging markets

Cited by 6 publications

References 95 publications

MV‐QUAL: A tool for understanding decisions to purchase virtual products in the metaverse

MV‐QUAL: A tool for understanding decisions to purchase virtual products in the metaverse

Telepresence, social presence and involvement in consumer’s intention to buy apparels through an interplay of consumer brand engagement

Does social presence drive customer brand engagement and purchase intention in the fashion retail metaverse? The moderating role of self-efficacy

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