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MGA structural model Instagram. Notes. ÃÃÃ p <.001. Broken lines indicate non-significant relationships. Source: Authors' own work.
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Social media are increasingly used as platforms to not only socialise but also to shop for products and services. Social commerce is the new trend in e-commerce that leverages the enhanced consumer-to-consumer interactions to support shopping processes. Based on the concept of social commerce constructs suggested by Nick Hajli, this article investi...
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The consumer -to- consumer is one of electronic commerce (e- commerce) types. The primary aim of an e- commerce site is to buy and sell goods and services online.
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Citations
... One way that SMIs use livestreams is to engage in social commerce (S-commerce), e.g., the selling of products in real-time through digital platforms (Ventre et al., 2021). S-commerce has a rich history that dates back to Yahoo!, who coined the term "me commerce" with the launch of their Shoposphere (Arrington, 2005). ...
... For commerce-driven sites like Amazon, social elements are added to their platforms to connect, engage, and drive sales (Deloitte Analysis, 2023). For online shoppers, S-commerce is driven by relationship development and perceived trust between the SMI selling the product, the individual user, and the overall community members who engage in social interaction before, during, and after the sale (Ventre et al., 2021). By 2025, analysts predict S-commerce will account for roughly 30% of online purchases, contributing over two (2) trillion dollars to the U.S. economy (Deloitte Analysis, 2023). ...
Social commerce sites continue to rise in popularity due in large part to their ability to integrate content creation and selling. Platforms like Whatnot provide new avenues for public relations scholarship to explore the communication strategies and techniques used by influencers to engage with users to cultivate community during product promotions. Through the qualitative analysis of 10 livestream auctions across five categories, this study adds to the literature the concept of the strategic communication performance of selling, e.g., the ways in which influencers engage in strategic communication to put on a performance of selling products. Counter to the traditional digital culture recommendations that tout authenticity, this study presents the idea of explicit performance of selling that occurs among influencers which seeks to leverage social capital through transparency/vulnerability, the use of established norms, and the increase of engagement through the dispersion of power among users.
... Providing information to users can reduce uncertainty as the risk perception is reduced [16] . Consumer will seek information from the social communities when they are a lack of knowledge [4,6,17] . Further, the social-technological in an online platform has influence the consumers to get information knowledge. ...
... Further, the social-technological in an online platform has influence the consumers to get information knowledge. When a consumer's knowledge products are high, it will this will enhance them to purchase intention in an online network [17] . Previous scholars discovered that during the COVID-19 pandemic, consumers shift from traditional method of buying products (at physical store) to online shopping behavior [18] . ...
... Social support can derive from many sources such as friends, family, neighbors, coworkers, and organization. The theory has proven to be applied in the individuals' relationships on social commerce [17] . Online social support is defined as online support from online users in social commerce platforms [6] . ...
Online social supports empower consumers to communicate and share their knowledge and experiences with each other through social commerce platforms. The communication becomes more important for online communities during the COVID-19 pandemic. Existing scholars have studied social commerce; however, lack of studies has focused on social supports and TAM constructs. Also, a growing concern on the reliability and validity of comments of online consumers would jeopardize the success of social commerce business. Therefore, the research addresses the research gap by proposing a conceptual model. On the basis of the technology adoption model (TAM), this research considers social supports, consumers online purchase intentions and the role of trust as a mediator in Malaysian context. A total of 200 respondents participated. The data are collected via online platforms and analyzed using PLS-SEM software. The results reveal that the social support, perceived ease of use and perceived usefulness have significant effects toward purchase intention in social commerce platforms. Meanwhile, trust mediated the relationship of social support and purchase intention. The present study discusses the research implications, limitations, and future directions.
... According to earlier scholars, inspirations, convictions, and attitudes are coordinated intellectual procedures (Malik et al., 2020) and as the thought process initiates it prompts particular cognitive itinerary (e.g., beliefs) and cognitive routes accordingly influence psychological assessment forms (states of mind) however this mind making phenomenon is still unsubstantiated that how cognitive and affective attitudes mediate the parallel and sequential effects of social commerce constructs on the broader spectrum with true letter and spirit (Yang, 2017;Herold et al., 2018;Ventre et al., 2021;Busalim & Ghabban, 2021;Goraya et al., 2021). To paint a more holistic view of these relationships, this study integrated both views under the rubric of the SOR model to explore the underlying mechanism that exists between stimulus and response. ...
Literature on the sequence of relationships between social commerce constructs, attitudes, and behaviors is disputed. According to earlier scholars, behavior is followed by attitude, conversely, recent evidence suggests a slight relationship. To explore this phenomenon in digital marketing, the aim of the current study is twofold: to examine a parallel mediation of cognitive and affective attitudes between social commerce constructs and purchase intention followed by sequential meditation of cognitive and affective attitudes in the relationship between social commerce constructs and purchase intention. Data for the study was collected using Google Forms from individuals who have used social commerce sites for making purchases over the last six months. The hypothesized model was analyzed using PROCESS macro. The finding of the study revealed that the composite influence of Social Commerce Constructs (SCCs) on online Purchase decisions is significant. Interestingly, our empirical findings support the view of recent scholars that behavior in the social commerce context is not followed by attitude but the cumulative relationship is significant and small. In parallel mediation, the mediation effect of affective attitude between SCCs and purchase intention is considerable. This finding indicates that to grab the attention of current and prospective customers in the era of digital marketing, marketers must focus on emotional content in online reviews.
... Individuals that sense high social trust in social networking sites continue to use them, influencing their interactive and purchase behaviour (Zafar et al., 2020). Ventre et al. (2021) stated that the amount of trust that people have in social media platforms may vary. This is due to the fact that strong user views of social media trust may serve to better draw users' attention to posts, comments, or videos that are environmentally friendly. ...
... Four items were used to assess green blogging (GB) (Biswas & Roy, 2015). Furthermore, three items were used to measure the trust in social media (TSM) (Hajli, 2014;Ventre et al., 2021). Lastly, green behaviour measured are borrowed from (Ahmad & Zhang, 2020) study. ...
... During the epidemic, online shopping seems to have become the first choice of consumers (Tyrväinen & Karjaluoto, 2022), and the growth of social commerce platforms has been significantly aided by the need for online purchasing in China. Many social media platforms have opened the era of social commerce models, such as Facebook (Bhattacharyya & Bose, 2020;San Lim et al., 2022;Ventre et al., 2021,), Instagram (Herzallah et al., 2022;Saputra & Fadhilah, 2022) and Tik-Tok (Zhang et al., 2023). ...
Social commerce is a new trend in e-commerce, and with the help of Web 2.0 technologies and social media, social commerce platforms are gradually becoming popular. Considering the influence of payment methods on consumption intention, this paper investigates the effect of consumer credit on purchase intention in social commerce platforms and explores the relationship between attitudes, subjective norms, perceived behavioral control and purchase intention in social commerce platforms. By constructing the theory of planned behavior model, 454 Chinese subjects were invited to take a questionnaire survey, and the data from 438 valid questionnaires were analyzed. The results showed that attitudes, subjective norms and perceived behavioral control had significant effects on purchase intention on social commerce platforms. Attitudes, subjective norms and perceived behavioral control play an intermediary role between consumer credit and purchase intention on social commerce platforms. We believe our findings provide important insights for the theory and practice of social commerce.
... Instagram has become a popular social media platform that has become a powerful e-commerce platform, but other platforms generate higher emotional support and trust than Instagram (Abdul Aziz et al., 2021;Ventre et al., 2021). According to Dwivedi et al. (2021), the Instagram platform has various features that make it easy for users to discover, research, and purchase products. ...
Abstract
Purpose – Generation Z (Gen-Z), sometimes known as ‘‘digital natives’’, represents the first generation to become immersed in digital communication. In a multicultural environment, this study aims to explore which types of factors are most beneficial in connection with Gen-Z’s impulsive purchase behaviour.
Design/methodology/approach – This study adopts an exploratory sequential mixed-method design, incorporating both qualitative and quantitative approaches. In Study 1, focus group discussions are conducted to address ‘‘why’’ and ‘‘how’’ questions, whereas Study 2 uses a quantitative method to test the hypothetical model. The model is assessed using structural equation modelling. This study used the stimulus–organism–response (SOR) framework in the context of Instagram.
Findings – Building on Mehrabian and Russell’s (1974) concept and focus group discussions, Study 1 introduces a novel SOR model tailored to Instagram. In Study 2, the model is tested, and results confirm most hypotheses, except for three. Factors such as aesthetic appeal, scarcity promotions and discounted prices stimulate impulse buying behaviour in Gen-Z. Positive emotional responses evoked by these factors also influence impulse buying, whereas the impact of negative emotional responses is found to be insignificant.
Originality/value – This mixed-methods study enhances the theoretical understanding of Gen-Zers’ impulse buying behaviour by highlighting the influence of diverse independent variables. By using the SOR framework, it reveals the intricate emotional aspects impacting impulsive purchase decisions. The research provides new insights into online impulsive buying behaviour, particularly relevant to consumer psychology and behavioural economics among young collectivist consumers.
... Different social media platforms may also result in a range of behavioral responses. Ventre et al. (2021) compared several relationships between variables by using the Multi Group Analysis between Instagram (IG) and Facebook (FB); some were found to be significantly different, while others were not. Based on the background that has been described, we examined the effect of trust and interactivity on donation intention and eWOM intention, as well as the relationship between donation intention and eWOM intentions. ...
... Belanche et al. (2019) conducted a study that compared FB and IG regarding advertising effectiveness, and differences were found for the variables being compared. Another study compared FB and IG with MGA and found some differences regarding the relationship between their variables (Ventre et al., 2021). Based on the above-mentioned information, the following hypotheses were developed: H13: Interactivity has a positive influence on eWOM Intention with Donation Intention mediating (IG). ...
... Hou et al. (2021) demonstrated a significant relationship between Trust in online donation platforms and Online donation intention, but no significant relationship between Online donation intention and forwarding intention. Meanwhile, there was a study by Ventre et al. (2021), which compared Facebook and Instagram in terms of Social commerce Intention, Trust in social media did not have a significant effect on the s-commerce intention on Facebook and Instagram. Based on previous research, our study explained something new in the field of online donations through social media. ...
The tourism sector necessitates effective promotion to introduce tourist attractions, including tourist boats operating on the Mahakam River. Given the prevalence of the digital era, it is imperative to employ appropriate promotional channels that precisely target the intended audience. The selection of promotional media entails various criteria and alternatives, thereby making it highly suitable to employ a multi-criteria decision-making approach. Due to the inherent uncertainty in assessments, a fuzzy scale becomes indispensable. This research utilizes a combination of Fuzzy Analytic Hierarchy Process (Fuzzy AHP) and Fuzzy Technique for Order of Preference by Similarity to Ideal Solution (Fuzzy TOPSIS) to address this issue. The findings of this study reveal that the order of importance for the criteria is as follows: Audience fit (C1), Reach (C2), Interactivity (C3), Cost (C4), Look and Feel (C5), and Frequency (C6). Regarding the selection of promotional media, social media (A1) emerges as the most effective medium when compared to web-based platforms (A2) and mobile applications (A3). The amalgamation of these two methodologies (Fuzzy AHP and Fuzzy TOPSIS) for the purpose of selecting tourism promotion media in Indonesia remains largely unexplored in prior research. Therefore, this study exhibits novelty and contributes to the existing knowledge concerning Multicriteria Decision Making and the selection of tourism promotion media in Indonesia.
... Many online shop owners are attempting to convey the business message to their customers and endeavour to transform the consuming behaviour of their customers through TikTok platforms. Nevertheless, Facebook and Instagram are prominent SNSs among social media users (Ventre et al., 2021). Instagram has risen as an SNS especially for sharing photos, being the pioneer of its kind; today, it has 1.2 billion users. ...
... Nevertheless, the T.E.A concept is imperative for the customers to decide to buy the product or service through the social media platform. In a social media environment, the lack of tangible interaction between customers and vendors in online purchasing procedures creates trust as an essential factor and it assists to eliminate uncertainty and risks (Ventre et al., 2021). Besides, this study confirmed that purchase intention on social media platforms depends on the level of reliability of online vendors and it corresponded to the result of Tun (2021). ...
Research Aims: This study explores the antecedents of customers' behavioural intention to purchase on the social media platform. In addition, the T.E.A concept, the group of consequences of positive recommendation (PR), is developed by amalgamating trust (T), easiness (E), and amusement (A).
Design/Methodology/Approach: The data was collected from 260 random social media users from Myanmar. Both exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were employed to examine the observed variables, and structural equation modelling (SEM) techniques were used to estimate the hypotheses in AMOS software.
Research Findings: The results disclose that the T.E.A concept is fully mediating between positive recommendation and customers' purchase intention.
Theoretical Contribution/Originality: This study gives clear direction for future research studies, notably, in the online shopping context by providing the T.E.A concept.
Managerial Implication in the South East Asian Context: The retailers on social media develop effective marketing strategies based on T.E.A concept to attract more customers, especially from South East Asian countries.
Research Limitations & Implications: The vivid limitation of this study is focusing on only the positive recommendation as an antecedent of the T.E.A concept and the findings of this study implicate both theoretically and practically the future research studies about customers' behaviour in the online shopping context.
... Therefore, unsurprisingly, social media has been widely adopted by firms as a form of online marketing strategy. It is also found that social media is an effective tool to connect customers and firms and boost sales (Lee and Chen, 2020;Cui et al., 2021;Ventre et al., 2021;Kumar et al., 2020). One approach is for manufacturers to establish business accounts via social media, as is done by Nike, Zara, Adidas, and many others. ...
Social media such as Facebook, Twitter, and WeChat have become a distribution channel for market campaigning. Is it a sustainable channel which could provide support for firms' marketing decisions? To boost sales, firms have begun to adopt social media to provide an information service for customers. Considering the impact of the relationships between customers, manufacturers, and retailers, it is still unclear who should offer an information service on how to make optimal marketing decisions. Using the Stackelberg game theoretical model, two scenarios are considered, in which the manufacturer and the retailer solely provide the information service. After comparing the firms’ pricing strategy and the information service provision strategy and profit of the two scenarios, the study finds: first, the better information service the firms offer, the more potential customers will be attracted; second, firms are willing to offer a better information service if the customers have a strong social relationship on social media; third, it is unnecessary for the manufacturer to raise the wholesale price if the retailer provides the information service; fourth, manufacturers or retailers would like to obtain “free riding” – the one who provides the information service will benefit less from it than the one who does not; and finally, the whole online retail channel is better off if the one with stronger social relationship offers the information service.
... It was also reported that YouTube had gained the most visited social website with 31.40 million viewers in Saudi Arabia in December 2021. There are 4.2 billion customers of social media worldwide and the number is expected to be more than 5 billion by the end of 2025 [24]. The number of internet users in Saudi Arabia will be 33.18 million in 2022, while it is expected to be 36.2 million in 2025. ...
The COVID-19 pandemic has formed a new reality for customers around the world. In response to this situation, users of digital technologies are facing the necessity to adopt and use specific technologies almost overnight. This research aims to examine the determinants of social (s)-commerce acceptance in Saudi female customers in a post-pandemic era. Utilizing the unified theory of acceptance and use of technology (UTUAT2) and social commerce constructs as a theoretical framework under the circumstances of the COVID-19 pandemic, we examine the antecedents of purchase intention and s-commerce use behavior of Saudi female customers. Moreover, using individual differences in the literature, we test the moderating role of customer age on their purchase intention and use behavior. Data were obtained from 475 Saudi women customers. Our results indicate that performance expectancy, facilitating conditions, price value, and habit are significantly predicting customer purchase intention. Furthermore, social commerce constructs are important to improve customer trust, which in turn influences purchase intention. The results also show that the effects of facilitating conditions, price value, and habit vary on purchase intention and use behavior because of the customer age profiles. Finally, this paper represents important insights for researchers, service providers, marketers, and policymakers.
