How can social commerce be boosted? The impact of consumer behaviors on the information dissemination mechanism in a social commerce network

Zhao, Narisa; Li, Hui

doi:10.1007/s10660-018-09326-3

Cited by 25 publications

(17 citation statements)

References 51 publications

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“…Against this backdrop, SNS advertisement has gained a great deal of attention in recent years due to its potential effect on online shoppers' responses (Dehghani et al, 2016). While previous studies have identified the impacts of SNS advertisement on basic consumer reactions such as purchase intention (Hajli et al, 2017), a significant gap remains in the theoretical understanding of how SNS advertisements influences consumer purchase decision (Gilani et al 2019;Nash, 2018;Zhao & Li 2019;Erkan & Evans 2018). This study sets out to fill this gap in the literature by investigating the effects of SNS advertisement on consumers' purchase decision.…”

Section: Introductionmentioning

confidence: 99%

The impact of social networking sites advertisement on consumer purchasing decision: The Mediating role of brand awareness

Nofal¹,

Aljuhmani²

2020

10.5267/j.ijdns

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This study aims to investigate the impact of social networking sites advertisements on consumer purchase decisions. It also seeks to examine how brand awareness mediates this primary effect. The data for this study was collected based on 360 followers from student's perspectives towards major apparel brands across Girne American University in North Cyprus. Data analysis was performed using structural equation modeling (SEM) in order to analyze the data collected. The study found that SNS advertisement had a significant impact on brand awareness, alongside consumer purchase decisions. Similarly, it found support for the mediating role of brand awareness. This research extends prior research by investigating the mediating effect of brand awareness between the SNS advertisements and purchase decision path. Finally, this study enriches social media marketing literature by providing evidence from North Cyprus.

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Section: Introductionmentioning

confidence: 99%

The impact of social networking sites advertisement on consumer purchasing decision: The Mediating role of brand awareness

Nofal¹,

Aljuhmani²

2020

10.5267/j.ijdns

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“…Понятие социальной коммерции тесно взаимосвязано с понятием электронной коммерции [Shen, Eder, 2009;Marsden, 2018;Zhao, Li, 2019], однако отличается от него (табл. 1).…”

Section: социальная коммерция: понятие и реализация в маркетинговых пunclassified

“…Использование перечисленных каналов в целях расширения бизнеса рассматривается как дополнительный ресурс привлечения клиентов и сбыта. К маркетинговым практикам относятся создание собственного аккаунта магазина и активное размеще- [Zhao, Li, 2019] Вид электронной коммерции, комбинированный с социальными сетями [Liu, Bao, Zheng, 2019] Новая форма электронной коммерции, использующая возможности технологий Web 2.0 для создания клиентоориентированного бизнеса. Она позволяет потребителям генерировать контент онлайн с целью обмена информацией о своем опыте покупок и проведения социальных взаимодействий в процессе покупки [Turban et al, 2017] Социальная коммерция, также известная как социальный бизнес, относится к сделкам электронной коммерции, осуществляемым через социальные сети [Wang, Zhang, 2012] Форма коммерции, которая реализуется в социальных сетях и объединяет как онлайн-, так и офлайн-общества.…”

Section: возникновение социальной коммерции в россииunclassified

Factors influencing the purchase decision through social commerce channels: the results of mixed research in Moscow

Starova¹,

Wijler²,

Rusu³

2020

RMJ

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Companies view social commerce (s-commerce) as an additional online marketing sales channel of which the revenue-generating potential has substantially increased through the recent introduction of online payments within these channels in Russia. This paper examines which factors influence the consumer buying decision through s-commerce channels in Moscow. Through a rigorous process of expert interviews, we gain a first insight into the s-commerce market in Russia. Following this preliminary qualitative analysis, we collect survey data on purchase decisions among buyers on social media (stage 1: 303 respondents; stage 2: 252 respondents). An in-depth analysis via structural equation modelling reveals numerous factors that positively contribute to purchase intention. Among others, we find that the intensity of social interaction (e.g. frequency of updates and response time), quality of service (e.g. payment and delivery) and the availability of positive reviews are statistically significant determinants for a purchase decision. However, in line with expert feedback, we find that the significant influential factors differ across s-commerce channels. For example, in Инстаграм companies should emphasize platform convenience, content personalization and trust, with the latter factor significantly depending on security and the availability of reviews.

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“…e information propagation between users plays an increasingly significant role in social networks, which provides great convenience for people's work and life [5,6]. e information propagation theory can be utilized to explain many behaviors in widespread reality application fields, such as social recommendation [7,8], information fraud [9], health [10][11][12], and advertising marketing [13].…”

Section: Introductionmentioning

confidence: 99%

Information Propagation Influenced by Population Heterogeneity Behavioral Adoption on Weighted Network

Cui

Tian

et al. 2022

Complexity

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In the realistic world, various individuals have distinct personalities, preferences, and attitudes toward new information and behavior acceptance, called population heterogeneity. It is seldom taken into account and theoretically analyzed in information propagation on a weighted network. Therefore, we divide individuals into fashionable and conservative individuals according to their passion degree and willingness for novel behaviors acceptance. Then, we build two behavior adoption threshold models corresponding to fashionable and conservative individuals on the weighted network to explore the effect of population heterogeneity on information propagation. Next, a partition theory based on edge weight and population heterogeneity is proposed to qualitatively analyze the information propagation mechanism. The theoretical analyses and simulation results show that fashionable individuals promote information propagation and behavior adoption. More importantly, the crossover phenomena of phase transition appear. When the fraction of fashionable individuals is relatively large, the increasing pattern of the final adoption size shows a second-order continuous phase transition. In comparison, the increasing pattern alters to first-order discontinuous phase transition with the decrease of the fraction of fashionable individuals. Moreover, reducing weight distribution heterogeneity promotes information propagation and slightly accelerates the change of the phase transition pattern from the first-order discontinuous to the second-order continuous. Besides, increasing the degree distribution heterogeneity accelerates the change of the phase transition pattern. Finally, our theoretical analyses coincide well with the simulation results.

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How can social commerce be boosted? The impact of consumer behaviors on the information dissemination mechanism in a social commerce network

Cited by 25 publications

References 51 publications

The impact of social networking sites advertisement on consumer purchasing decision: The Mediating role of brand awareness

The impact of social networking sites advertisement on consumer purchasing decision: The Mediating role of brand awareness

Factors influencing the purchase decision through social commerce channels: the results of mixed research in Moscow

Information Propagation Influenced by Population Heterogeneity Behavioral Adoption on Weighted Network

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