Consumer engagement in sharing brand-related information on social commerce: the roles of culture and experience

Yaniv Gvili, Shalom Levy

Research output: Contribution to journalArticlepeer-review

16 Scopus citations

Abstract

Social commerce facilitates conversations among buyers across the world and enhances eWOM sharing. This paper investigates the key roles of online shoppers’ culture (collectivism vs. individualism) and past experience as drivers of engagement with brand-related information sharing. Based on the theory of planned behavior (TPB) and consumer culture theory (CCT), a conceptual framework was developed and tested empirically. Data collected from a representative sample of online shoppers (N = 559) was analyzed using Structural Equation Modeling. Findings reveal that shoppers’ experience is indirectly related to brand-related information sharing, and mediated by three TPB beliefs (attitude, subjective norms and perceived behavior control). These relationships were moderated by customer culture. The impact of attitude on information sharing was greater for collectivist shoppers, whereas the influence of subjective norms was stronger for individualist shoppers. Theoretical contributions and practical implications are discussed.

Original languageEnglish
Pages (from-to)53-68
Number of pages16
JournalJournal of Marketing Communications
Volume27
Issue number1
DOIs
StatePublished - 1 Jan 2021
Externally publishedYes

Keywords

  • Social commerce
  • collectivism
  • culture
  • eWOM
  • engagement
  • experience

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