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Abstract

Social media has reached global proportions; yet, little is known about how consumers engage with firms in ways that lead to social commerce (s-commerce) – an emerging area of importance in the literature. This study addresses this gap and extends previous research by examining factors that influence consumers’ intentions to engage in s-commerce in four countries: Chile, Spain, South Africa and Australia. Specifically, this study develops and tests a model of consumers’ intentions to engage in s-commerce through brands’ Facebook pages incorporating personal variables (involvement in brands’ products and services, satisfaction with brands’ Facebook page), trust variables (message credibility of Facebook posts, trust in firms’ Facebook) and social variables (peer communication, social media dependency, online social interaction propensity) on predicting intentions to purchase products and services through brands’ Facebook pages if s-commerce was available to them. The findings show that the main drivers of s-commerce engagement are message credibility, trust in the brands’ Facebook, involvement, peer communication and online social interaction propensity, as influencers of consumer satisfaction with brands’ Facebook and social media dependency, which in turn drive intentions to engage in s-commerce. Contributing to theory and practice, these relationships are discussed for the four countries involved in the study.

Item Type:	Article
Authors/Creators:	Bianchi, C and Andrews, Lynda and Wiese, M and Fazal-E-Hasan, S
Keywords:	social commerce, social media, s-commerce, Facebook, consumer behaviour
Journal or Publication Title:	Journal of Marketing Management
Publisher:	Routledge
ISSN:	0267-257X
DOI / ID Number:	10.1080/0267257X.2017.1319406
Copyright Information:	Copyright 2017 Westburn Publishers Ltd
Related URLs:	UTAS Profile: Fazal-E-Hasan, S
Item Statistics:	View statistics for this item

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