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

Abstract

PurposeThis study aims to investigate the latest breakthroughs in social commerce by examining the characteristics of consumers' social self-identity factors in the food and beverage sector. The objective is to examine how social self-identities factors contribute to exchanging information on social commerce platforms for food and beverage products.Design/methodology/approachThis study employed partial least squares structural equation modeling (PLS-SEM) to test the measurement and structural model. A total of 238 food and beverage website and apps users were questioned using a structural survey.FindingsContrary to expectations, one self-inner driver does not influence consumers' intentions to exchange social commerce information, while up-to-date information, validation and like-minded discussion have a strong impact on the social commerce exchange model.Originality/valueThe findings of this research offer new insights into the brand's abilities to induce social commerce. The findings also assist marketing managers in better managing brand content on these websites.