Building on the stimulus-organism-response model, this paper aims to fill the considerable research gap by developing a deeper understanding of social commerce as a global emerging phenomenon and investigating the effectiveness of social commerce marketing stimuli and its consequences on consumer behavior on Instagram. The study adopts a mixed-methodology approach, including a web-based survey and a focus group interview, to build a deeper understanding of the phenomenon and account for the social aspects of social commerce. Based on a sample of 317 international consumers, the analysis demonstrates that all dimensions of social commerce marketing stimuli have significant effects on online brand engagement on Instagram; which consequently positively influences brand trust and online purchase intention. Moreover, the focus group interview complements the findings and provides potential explanations for the discovered relationships.
Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-43691 |
Date | January 2019 |
Creators | Ziadkhani Ghasemi, Sandra, Palmet, Merili |
Publisher | Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik |
Source Sets | DiVA Archive at Upsalla University |
Language | English |
Detected Language | English |
Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
Format | application/pdf |
Rights | info:eu-repo/semantics/openAccess |
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