E-resources
Peer reviewed
-
Wang, Panpan; Huang, Qian
Internet research, 03/2023, Volume: 33, Issue: 1Journal Article
PurposeSocial commerce platforms are prevalent in the explosion of social media and e-commerce, and they enable conversations across a broad range of topics. However, their success depends on consumers' willingness to invest their time, attention and money. Digital influencers have shown prominent effects on consumers in those social commerce platforms. This study, thus, aims to attempt to unravel the role of digital influencers in affecting consumer engagement and purchase behaviour in online social commerce communities.Design/methodology/approachA mixed approach with a field interview, an online survey and secondary archive data are presented to confirm all the hypotheses.FindingsSeveral forms of social power from digital influencers (including expert power, informational power, referent power and legitimate reciprocity power) could influence consumer engagement behaviours (including content participation and content creation). Moreover, the two types of consumer engagement behaviours could further influence consumer purchase likelihood in the social commerce community.Research limitations/implicationsSeveral forms of social power from digital influencers (including expert power, informational power, referent power and legitimate reciprocity power) could affect consumer engagement behaviours (including content participation and content creation). Moreover, the two types of consumer engagement behaviours could further affect consumer's purchase expenditure in the social commerce community.Originality/valueThis study draws on the theories of social power and social influence and integrates the literature on consumer engagement to explain how digital influencers affect consumer engagement and their purchase behaviour in an online social commerce community. Firstly, this work extends existing studies on the antecedents of consumer engagement in the social commerce communities by considering the role of digital influencers. Secondly, this research advances the theoretical understanding of the influence of digital influencers through a new lens of social power. The findings also contribute to community managers, users who pursue popularity and companies who target business goals.
![loading ... loading ...](themes/default/img/ajax-loading.gif)
Shelf entry
Permalink
- URL:
Impact factor
Access to the JCR database is permitted only to users from Slovenia. Your current IP address is not on the list of IP addresses with access permission, and authentication with the relevant AAI accout is required.
Year | Impact factor | Edition | Category | Classification | ||||
---|---|---|---|---|---|---|---|---|
JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Select the library membership card:
If the library membership card is not in the list,
add a new one.
DRS, in which the journal is indexed
Database name | Field | Year |
---|
Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
---|
Source: Personal bibliographies
and: SICRIS
The material is available in full text. If you wish to order the material anyway, click the Continue button.