Consumers' social self-identity drivers on social commerce platforms-based food and beverage

Bazi, Saleh; Attar, Razaz Waheeb; Adam, Nawal Abdalla; Hajli, Nick

doi:10.1108/bfj-08-2022-0682

Cited by 3 publications

(3 citation statements)

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“…In light of the rising popularity of SNS [61], and the growing usage of SC technologies [62], the organic food industry today has an unprecedented opportunity to develop and prosper by leveraging SNS-based SC technologies for marketing and selling their products [42,43]. However, there has been a scarcity of research that focuses on how consumers of organic food products perceive SNS-based SC as an online commerce channel for purchasing these products [33].…”

Section: Literature Reviewmentioning

confidence: 99%

“…Moreover, the crucial role of SC in promoting socio-economic stability is increasingly being recognized in the context of the COVID-19 pandemic and its aftermath [39][40][41]. Although there is considerable potential for the development of the organic food industry through SC platforms [42,43], there remains a lack of understanding regarding the factors that influence customers' behaviors in relation to using such platforms for purchasing organic food products [33,42,44].…”

Section: Introductionmentioning

confidence: 99%

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Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

Poureisa,

Aziz,

2024

Sustainability

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Promoting organic foods production and consumption contributes to accomplishing the United Nations’ sustainable development goals. Social commerce provides a promising opportunity to develop the organic food industry. However, there is limited knowledge regarding customer behaviors in relation to purchasing organic foods via social commerce platforms. Therefore, this study expanded upon the unified theory of acceptance and use of technology (UTAUT-2) to develop a comprehensive model that explains how customers’ social commerce trust and behavioral intentions to purchase organic foods using Instagram social commerce affect their purchasing behaviors. The research model was analyzed by employing partial least squares structural equation modeling (PLS-SEM) for the data collected from a quantitative survey of 410 customers who used Instagram to purchase organic foods in Iran. The results revealed that Instagram social commerce-facilitated purchasing conditions, hedonic motivations, social influence, ratings and reviews, and influencers’ endorsements positively influenced customers’ purchase intentions. Moreover, Instagram’s recommendations and referrals, influencers’ endorsements, as well as social influence boost customers’ trust in the social commerce platform. Eventually, it was determined that influencers’ endorsements, social commerce trust, and purchase intention determine a customer’s organic foods purchasing behaviors. This research provides valuable insights for organic food marketers to optimize their social commerce strategies.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

Poureisa,

Aziz,

2024

Sustainability

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“…Our study is the first to reveal the positive effect of social media content on satisfaction and food consumption in online communities. Previous literature studied the online healthy food consumption communities from different theories, like, the theory of acceptance and use of technology (Allah Pitchay et al, 2022), social self-identity theory (Bazi et al, 2023), trust theory (Attar et al, 2021), socio-technological theory (Sfodera et al, 2020) and resource-based theory (Chang et al, 2022). Shahbaznezhad et al (2021) illustrated the impact of social media content type on user engagement behaviour.…”

Section: Theoretical Contributionmentioning

confidence: 99%

The role of social media content on value co-creation in the food sector: a strategic relationship perspective

Gokce

Bazi

Safavi

et al. 2023

BFJ

Self Cite

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PurposeCustomers' participation in the online health community to create value with the brand is growing research interest. In addition, customers are using social media platforms to create value in the food sector. This rises points to the need to study consumers' interactions with online communities and the role of social media content and customer satisfaction in such an environment.Design/methodology/approachThis research collects data using a survey approach. The data were analysed using a partial least square-structural equation modelling (PLS-SEM).FindingsThe findings indicated the impact of social media content and satisfaction on value co-creation in healthy food online communities. The study’s results provide significant new insights into the food sector during the pandemic.Originality/valueThis research enhances the knowledge of satisfaction and value co-creation in the social media context. The findings build on the previous literature on value co-creation, add to the food sector and explain the mediating role of satisfaction between social media content and value co-creation.

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Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

Poureisa,

Aziz,

2024

Preprint

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Promoting organic foods production and consumption contributes to accomplishing United Nations sustainable development goals. Social commerce provides a promising opportunity to develop the organic food industry. However, there is limited knowledge regarding customer behaviors in relation to purchasing organic foods via social commerce platforms. Therefore, this study expanded upon the unified theory of acceptance and use of technology (UTAUT-2) to develop a comprehensive model that explains how customers' social commerce trust and behavioral intentions to purchase organic foods using Instagram social commerce affect their purchasing behaviors. The research model was analyzed by employing partial least squares structural equation modeling (PLS-SEM) for the data collected from a quantitative survey of 410 customers who used Instagram to purchase organic foods in Iran. The results revealed that facilitated purchasing conditions, hedonic motivations, social influence, rating and reviews, and influencers’ endorsements increase customers' purchase intentions. Moreover, Instagram’s recommendations and referrals, influencers’ endorsements, as well as social influence boost customers' trust in the social commerce platform. Eventually, it was determined that influencers’ endorsements, social commerce trust, and purchase intention determine a customer’s organic foods purchasing behaviors. This research provides valuable insights for organic food marketers to optimize their social commerce strategies.

show abstract

Consumers' social self-identity drivers on social commerce platforms-based food and beverage

Cited by 3 publications

References 101 publications

Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

The role of social media content on value co-creation in the food sector: a strategic relationship perspective

Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

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