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The effect of social commerce attributes on customer engagement: an empirical investigation

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Titel: The effect of social commerce attributes on customer engagement: an empirical investigation
Autoren: Abdelsalam Busalim, Linda D. Hollebeek, Theo Lynn
Quelle: Internet research., Bingley : Emerald Group Publishing Ltd, 2024, vol. 34, iss. 7, p. 187-214.
Verlagsinformationen: Emerald, 2023.
Publikationsjahr: 2023
Schlagwörter: 0502 economics and business, 05 social sciences, S-commerce, Customer engagement (CE), Electronic word of mouth (eWOM), Repurchase intention, Stimulus-organism-response framework
Beschreibung: PurposeSocial commerce (s-commerce) offers community-based platforms that facilitate customer-to-customer interactions and the development of customers' social shopping-based experience. While prior research has addressed the role of customer engagement (CE) in boosting s-commerce-based sales and performance, insight into the effect of s-commerce attributes on CE remains tenuous. Addressing this gap, this study examines the role of specific s-commerce attributes (i.e. community, collaboration, interactivity and social dynamics) on CE, which is, in turn, proposed to impact customers' repurchase- and electronic word of mouth (eWOM) intention.Design/methodology/approachA web-based survey was deployed to target users of a popular s-commerce platform, Etsy.com. Partial least squares structural equation modeling (PLS-SEM) was, then, used to analyze the survey data collected from 390 users.FindingsThe results reveal that the four examined attributes positively affect CE. The findings also demonstrate CE's positive effect on customers' repurchase- and eWOM intention.Originality/valueThough CE has been identified as a key s-commerce performance indicator, little remains known about the role of specific s-commerce attributes in driving CE, as, therefore, explored in this research. Specifically, the authors examine the role of s-commerce-based community, collaboration, interactivity and social dynamics on CE. Their analyses also corroborate that CE, in turn, drives customers' post-purchase (i.e. repurchase/eWOM) intention. Managerially, our findings can be used to develop more engaging s-commerce platforms.
Publikationsart: Article
Dateibeschreibung: application/pdf
Sprache: English
ISSN: 1066-2243
DOI: 10.1108/intr-03-2022-0165
Zugangs-URL: https://repository.vu.lt/VU:ELABAPDB176726175&prefLang=en_US
Rights: Emerald Insight Site Policies
Dokumentencode: edsair.doi.dedup.....7ab2c6ad27c2a750a33195d716cfe6b6
Datenbank: OpenAIRE
Beschreibung
Abstract:PurposeSocial commerce (s-commerce) offers community-based platforms that facilitate customer-to-customer interactions and the development of customers' social shopping-based experience. While prior research has addressed the role of customer engagement (CE) in boosting s-commerce-based sales and performance, insight into the effect of s-commerce attributes on CE remains tenuous. Addressing this gap, this study examines the role of specific s-commerce attributes (i.e. community, collaboration, interactivity and social dynamics) on CE, which is, in turn, proposed to impact customers' repurchase- and electronic word of mouth (eWOM) intention.Design/methodology/approachA web-based survey was deployed to target users of a popular s-commerce platform, Etsy.com. Partial least squares structural equation modeling (PLS-SEM) was, then, used to analyze the survey data collected from 390 users.FindingsThe results reveal that the four examined attributes positively affect CE. The findings also demonstrate CE's positive effect on customers' repurchase- and eWOM intention.Originality/valueThough CE has been identified as a key s-commerce performance indicator, little remains known about the role of specific s-commerce attributes in driving CE, as, therefore, explored in this research. Specifically, the authors examine the role of s-commerce-based community, collaboration, interactivity and social dynamics on CE. Their analyses also corroborate that CE, in turn, drives customers' post-purchase (i.e. repurchase/eWOM) intention. Managerially, our findings can be used to develop more engaging s-commerce platforms.
ISSN:10662243
DOI:10.1108/intr-03-2022-0165