Social Commerce in Emerging Markets and its Impact on Online Community Engagement

Author:

Algharabat Raed S.,Rana Nripendra P.ORCID

Abstract

AbstractThis study aims to build on the understanding of social commerce in the emerging markets and how it influences online community engagement. The conceptual model was proposed using theories including the social support theory, the trust theory, the social presence theory, the flow theory and the service-dominant logic theory. Using Facebook online community, the data were collected from 400 respondents from Jordan and analysed using AMOS based structural equation modelling. Results revealed that social commerce constructs positively influence social support, community members’ trust and social presence. Furthermore, it was found that social support and social presence positively affect community members’ trust. We also found that community members’ trust positively influence flow whereas both community members’ trust and flow positively influence community engagement.

Funder

University of Bradford

Publisher

Springer Science and Business Media LLC

Subject

Computer Networks and Communications,Information Systems,Theoretical Computer Science,Software

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