Factors Influencing Customer Engagement in Social Commerce Websites: A Systematic Literature Review

Abstract

The evolution of social commerce (s-commerce) has changed both businesses and customers. Therefore, understanding customer engagement behaviour in the s-commerce context has become a key competitive advantage for companies that aim to build a customer-centric business. The purpose of this study is to provide an in-depth review of customer engagement studies in the context of s-commerce. This study used a systematic literature review approach on customer engagement studies in the context of s-commerce. The results show that social theories and factors play a significant role in customer engagement along with technological factors. More importantly, drawn from the review results, a research framework was developed to show the factors that provide the greatest influence in customer engagement behavior.

How to Improve Customer Engagement: A Comparison of Playing Games on Personal Computers and on Mobile Phones

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Industrial Heritage 2.0: Internet Presence and Development of the Electronic Commerce of Industrial Tourism

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How to Manage the Online Experience Concerning Transactional and Experimental Customers: Case of E-Fashion Sector

“…Customers who are pleased with their experience on textile and fashion websites will be more willing to use online sale platforms (repurchase intention) even paying a surcharge for the products offered (price tolerance) (Novak, Hoffman, & Yung, 2000). Likewise, customers who perceive high utilitarian and hedonic quality in their online experience are likely to be more satisfied (Ha & Stoel, 2009;Busalim, Hussin, & Iahad, 2019) and develop WOM (Ha & Im, 2012;Kamalinasab, 2017). In addition, they are willing to make greater financial effort (Homburg, Koschate, & Hoyer, 2005) and increase their repurchase intention (Dholakia & Zhao, 2009).…”