Matches in SemOpenAlex for { <https://semopenalex.org/work/W4376140537> ?p ?o ?g. }
- W4376140537 abstract "With the surge in social media (SM) users around the world, the scope of social commerce (SC) in brand engagement is a prominent area of discussion. The present study empirically investigates the effect of social commerce construct (SCC), multi-dimensional constructs of social presence theory (SPT) and consumer generated content (CGC) on brand trust and brand engagement in SC platforms. An online survey was conducted among 625 Indian consumers who had made more than one purchase using SC platforms in the previous 6 months. Structural equation modelling technique was employed for testing the hypotheses and conceptual model. The results suggest that each element of SCC, SPT and CGC positively contributes to brand trust and engagement. Further, the study provides insight into brand trust and brand engagement in SM, which prompts brand usage intention of the consumers. The insights can be used by managers to create long-term customer relationship management action plans that emphasize brand trust and engagement." @default.
- W4376140537 created "2023-05-12" @default.
- W4376140537 creator A5013162298 @default.
- W4376140537 creator A5049696397 @default.
- W4376140537 creator A5050658576 @default.
- W4376140537 creator A5083134582 @default.
- W4376140537 date "2023-05-10" @default.
- W4376140537 modified "2023-10-01" @default.
- W4376140537 title "Brand trust and engagement in social commerce" @default.
- W4376140537 cites W1492586516 @default.
- W4376140537 cites W1513682343 @default.
- W4376140537 cites W1534139552 @default.
- W4376140537 cites W1534817507 @default.
- W4376140537 cites W1595056059 @default.
- W4376140537 cites W1708393801 @default.
- W4376140537 cites W1866516466 @default.
- W4376140537 cites W1933370352 @default.
- W4376140537 cites W1965473255 @default.
- W4376140537 cites W1974413141 @default.
- W4376140537 cites W1976748235 @default.
- W4376140537 cites W1977646262 @default.
- W4376140537 cites W1980085292 @default.
- W4376140537 cites W1990363367 @default.
- W4376140537 cites W1991997945 @default.
- W4376140537 cites W1993289959 @default.
- W4376140537 cites W1995189516 @default.
- W4376140537 cites W1995700272 @default.
- W4376140537 cites W1997254581 @default.
- W4376140537 cites W1998098961 @default.
- W4376140537 cites W2001759406 @default.
- W4376140537 cites W2004451085 @default.
- W4376140537 cites W2006865346 @default.
- W4376140537 cites W2011241231 @default.
- W4376140537 cites W2011304175 @default.
- W4376140537 cites W2011309176 @default.
- W4376140537 cites W2011447549 @default.
- W4376140537 cites W2013716681 @default.
- W4376140537 cites W2015226178 @default.
- W4376140537 cites W2015443460 @default.
- W4376140537 cites W2015860797 @default.
- W4376140537 cites W2021754764 @default.
- W4376140537 cites W2021856947 @default.
- W4376140537 cites W2027581756 @default.
- W4376140537 cites W2028885942 @default.
- W4376140537 cites W2031638089 @default.
- W4376140537 cites W2033428377 @default.
- W4376140537 cites W2034067178 @default.
- W4376140537 cites W2034551269 @default.
- W4376140537 cites W2036095146 @default.
- W4376140537 cites W2040716619 @default.
- W4376140537 cites W2042214850 @default.
- W4376140537 cites W2043146457 @default.
- W4376140537 cites W2047838396 @default.
- W4376140537 cites W2052232726 @default.
- W4376140537 cites W2054898644 @default.
- W4376140537 cites W2061289966 @default.
- W4376140537 cites W2063139645 @default.
- W4376140537 cites W2063825102 @default.
- W4376140537 cites W2071342046 @default.
- W4376140537 cites W2079408806 @default.
- W4376140537 cites W2084313844 @default.
- W4376140537 cites W2088857143 @default.
- W4376140537 cites W2090582771 @default.
- W4376140537 cites W2092401734 @default.
- W4376140537 cites W2092841377 @default.
- W4376140537 cites W2098703055 @default.
- W4376140537 cites W2099697766 @default.
- W4376140537 cites W2106096361 @default.
- W4376140537 cites W2106968553 @default.
- W4376140537 cites W2110665505 @default.
- W4376140537 cites W2110793569 @default.
- W4376140537 cites W2115612291 @default.
- W4376140537 cites W2119233164 @default.
- W4376140537 cites W2120452687 @default.
- W4376140537 cites W2123338733 @default.
- W4376140537 cites W2125194799 @default.
- W4376140537 cites W2125326971 @default.
- W4376140537 cites W2128991589 @default.
- W4376140537 cites W2132652356 @default.
- W4376140537 cites W2138794141 @default.
- W4376140537 cites W2154495098 @default.
- W4376140537 cites W2158786704 @default.
- W4376140537 cites W2166140580 @default.
- W4376140537 cites W2184943477 @default.
- W4376140537 cites W2210531594 @default.
- W4376140537 cites W2234780645 @default.
- W4376140537 cites W2236009494 @default.
- W4376140537 cites W2253069259 @default.
- W4376140537 cites W2266213622 @default.
- W4376140537 cites W2266345303 @default.
- W4376140537 cites W2285811434 @default.
- W4376140537 cites W2290863476 @default.
- W4376140537 cites W2330190056 @default.
- W4376140537 cites W2338501497 @default.
- W4376140537 cites W2346713234 @default.
- W4376140537 cites W2362560677 @default.
- W4376140537 cites W2467954720 @default.
- W4376140537 cites W2480926316 @default.
- W4376140537 cites W2509365102 @default.
- W4376140537 cites W2520187617 @default.