Consumer segments in social commerce: A latent class approach

Nadeem, Waqar; Juntunen, Mari; Juntunen, Jouni

doi:10.1002/cb.1632

Cited by 30 publications

(18 citation statements)

References 74 publications

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“…The Internet in general is often seen as an environment for unethical behavior (Freeston and Mitchell 2004;Hajli 2018). For instance, e-commerce platforms (Bart et al 2005), social commerce platforms (Nadeem et al 2017), and SEPs (Sutherland and Jarrahi 2018) are all technology mediated platforms and the ethical concerns of consumers are highly common on these platforms. Sharing personal information online makes consumers vulnerable to both accidental and intentional harm by other consumers (Dinev and Hart 2006;Malhotra et al 2004).…”

Section: Consumers' Ethical Perceptions Of Sepsmentioning

confidence: 99%

“…Although non-deception has been revealed as an essential part of consumers' ethical perceptions in other online contexts, our results revealed that it was non-significant in SEP. As the use of SEPs is constantly increasing (Zervas et al 2017) and thus the possibilities for data breaches and deception (Laczniak and Murphy 2019; Newcomer 2017; TheGuardian 2018) may also increase, consumer perceptions of non-deception may change very quickly. Further examination of the role of non-deception could include replicating the current study in the near future, or focus on examining whether consumer perceptions differ for different unobservable groups of respondents, i.e., latent classes (see, e.g., Nadeem et al 2017).…”

Section: Limitations and Further Research Directionsmentioning

confidence: 99%

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The Role of Ethical Perceptions in Consumers’ Participation and Value Co-creation on Sharing Economy Platforms

et al. 2019

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Consumers' participation on sharing economy platforms is crucial for the success of the products, services, and companies on those platforms. The participation of consumers enables companies to not only exist, but also to create value for consumers. The sharing economy has witnessed enormous growth in recent years and consumers' concerns regarding the ethics surrounding these platforms have also risen considerably. The vast majority of the previous research on this topic is either conceptual and focused on organizational aspects, or only discusses privacy and security issues, thus providing a very limited scope of discussion. Therefore, drawing on the marketing and business ethics literature, the present study takes into account a multidimensional view of ethical issues surrounding consumers' participation on sharing economy platforms. Findings reveal that privacy, security, shared value, fulfillment/reliability and service recovery are the strongest determinants of consumers' ethical perceptions. These aspects strongly predict the consumers' value co-creation intentions. Consumers' participation also predicts their intention to engage in co-creating value, but this effect is stronger with the mediating role of the consumer's ethical perceptions. The theoretical and managerial implications are also discussed.

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Section: Consumers' Ethical Perceptions Of Sepsmentioning

confidence: 99%

Section: Limitations and Further Research Directionsmentioning

confidence: 99%

The Role of Ethical Perceptions in Consumers’ Participation and Value Co-creation on Sharing Economy Platforms

et al. 2019

Self Cite

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“…We also validate and revise three salient characteristics of the social commerce environment from previous studies in the Facebook commerce context. The specific focus on Facebook commerce is a critical contribution that adds weight to literature on Facebook marketing (Nadeem et al, 2017). Our findings have identified the effects of two salient characteristics of social commerce platform (e.g., socialization, personalization) on brand engagement.…”

Section: Theoretical and Practical Implicationsmentioning

confidence: 72%

“…The target respondent is Generation Y, aged 18 to 35 years old, who uses social networks on a regular basis, and Facebook, in particular (Nadeem et al, 2017). This age cohort represents individuals who exhibited the largest level of Facebook usage in Vietnam in 2018 (Hootsuite, 2018).…”

Section: Data Collectionmentioning

confidence: 99%

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How to Drive Brand Engagement and eWOM Intention in Social Commerce: A Competitive Strategy for the Emerging Market

Phan

Pham

Nguyen

2020

JOC

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Brand engagement and eWOM intention have been found to be critical factors driving competitive advantage for companies, as the evolution of social networking sites has changed the perspective of how companies engage with customers. Based on social exchange theory, the current research proposes an empirical model that emphasizes (1) the unique role of social commerce characteristics, including personalization, socialization, and information availability, in enhancing consumer-brand engagement, (2) the connection between consumer-brand engagement and eWOM intention, and (3) the moderating influence of trust towards such connection. A survey of 248 Facebook users with online shopping experience was employed. By using PLS-graph 3.0, structural equation modelling, the findings demonstrate that personalization and socialization positively influence brand engagement, which in turn leads to eWOM intention. Furthermore, trust moderates the brand engagement-eWOM intention relationship. Unexpectedly, information availability has shown no significant effect on brand engagement. The study encompasses the knowledge of social exchange theory into the social commerce environment by investigating the linkage between the social commerce environment and brand engagement. It contributes value to marketing theories by describing the moderating role of trust from the viewpoint of Gen Y. In addition, the study’s findings may shed light on how firms in emerging markets can increase competitiveness by stimulating brand engagement and eWOM intention, as well as enhancing consumer trust in the comments regarding the products/services within the social commerce environment.

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Examining the impact of social commerce dimensions on customers' value cocreation: The mediating effect of social trust

Alalwan

Algharabat

Baabdullah

et al. 2019

J of Consumer Behaviour

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One of the main aspects of the Web 2.0 revolution has been social commerce that has resulted in many people across the world increasingly engaging with commercial activities over social media platforms. However, the academic and research interest in social commerce is still low, and more studies are required to accelerate awareness of the most important issues relating to social commerce, in particular, social trust and value cocreation. Thus, the present study aims to propose a conceptual model that is intended to enable greater understanding of the causal interactions between social commerce constructs, social trust, and customer value cocreation. We collected data using a sample of 300 followers and fans of online Facebook communities, and we analysed them by using a structural equation model. The results show that social commerce constructs positively impact on social trust. Furthermore, we found that social trust positively impacts on the three dimensions of customer value cocreation. We found that social trust mediates the relationship between the social commerce and customer value cocreation dimensions. The paper presents a considerable theoretical contribution for being the first study that links social commerce constructs with social trust. The linkage between social commerce constructs, social trust, and customer value cocreation dimensions will also be beneficial for social media marketing strategists and managers.

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Consumer segments in social commerce: A latent class approach

Cited by 30 publications

References 74 publications

The Role of Ethical Perceptions in Consumers’ Participation and Value Co-creation on Sharing Economy Platforms

The Role of Ethical Perceptions in Consumers’ Participation and Value Co-creation on Sharing Economy Platforms

How to Drive Brand Engagement and eWOM Intention in Social Commerce: A Competitive Strategy for the Emerging Market

Examining the impact of social commerce dimensions on customers' value cocreation: The mediating effect of social trust

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