Exploring Customer Engagement in Social Commerce: A Literature Review of Frameworks, Pathways, and Emerging Trends DOI Open Access

Ghaith Abdulridha Mubdir,

Sharizal Hashim, Abu Hanifah Ayob

et al.

Engineering Technology & Applied Science Research, Journal Year: 2025, Volume and Issue: 15(2), P. 20601 - 20608

Published: April 3, 2025

Customer Εngagement (CE) in social commerce (s-commerce) has become a focal point for businesses seeking to build long-term consumer relationships digitally mediated environments. This literature review synthesizes existing research on CE within s-commerce, examining theoretical foundations, key antecedents, mediating and moderating factors, engagement outcomes. The findings indicate that among the most important variables is support, platform interactivity, hedonic motivations, while trust satisfaction act as crucial mediators bridge initial drivers outcomes, like brand loyalty Word-of-Mouth (WοM). Furthermore, current discusses role of moderators, such demographic characteristics platform-specific features, conditioning impact efforts. It revealed engaged consumers not only exhibit increased advocacy, but also contribute co-creation community-building efforts s-commerce. Future encouraged explore emerging technologies, Artificial Intelligence (AI) Virtual Reality (VR), cross-cultural variations CE, ethical concerns surrounding data privacy personalization. contributes comprehensive synthesis positioning it strategic asset brands aiming foster sustainable digital ecosystems.

Language: Английский

Does fashion week enhance city brand equity? The impact of fashion destination experience on e-WOM and revisit intention DOI
Minjung Cho, Eunju Ko

Tourism Review, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 24, 2025

Purpose This study aims to investigate the impact of fashion destination experience through week on city brand equity, e-word mouth and revisit intention. Design/methodology/approach A survey was conducted targeting 301 tourists who had previously visited Paris during week. AMOS used carry out structural equation modeling analyses. Findings Fashion event positively affects e-WOM intention city. Perceived quality, one equity’s attributes, no significant influence in context experience. Originality/value focuses role equity visitor behavior. The findings will help tourism managers understand effect experiences develop plans.

Language: Английский

Citations

0
Exploring Customer Engagement in Social Commerce: A Literature Review of Frameworks, Pathways, and Emerging Trends DOI Open Access

Ghaith Abdulridha Mubdir,

Sharizal Hashim, Abu Hanifah Ayob

et al.

Engineering Technology & Applied Science Research, Journal Year: 2025, Volume and Issue: 15(2), P. 20601 - 20608

Published: April 3, 2025

Customer Εngagement (CE) in social commerce (s-commerce) has become a focal point for businesses seeking to build long-term consumer relationships digitally mediated environments. This literature review synthesizes existing research on CE within s-commerce, examining theoretical foundations, key antecedents, mediating and moderating factors, engagement outcomes. The findings indicate that among the most important variables is support, platform interactivity, hedonic motivations, while trust satisfaction act as crucial mediators bridge initial drivers outcomes, like brand loyalty Word-of-Mouth (WοM). Furthermore, current discusses role of moderators, such demographic characteristics platform-specific features, conditioning impact efforts. It revealed engaged consumers not only exhibit increased advocacy, but also contribute co-creation community-building efforts s-commerce. Future encouraged explore emerging technologies, Artificial Intelligence (AI) Virtual Reality (VR), cross-cultural variations CE, ethical concerns surrounding data privacy personalization. contributes comprehensive synthesis positioning it strategic asset brands aiming foster sustainable digital ecosystems.

Language: Английский

Citations

0