Social commerce constructs and purchase intention on social commerce sites: investigating the role of affective and cognitive attitudes in managing digital marketing challenges

Social commerce constructs and purchase intention on social commerce sites: investigating the role of affective and cognitive attitudes in managing digital marketing challenges

Literature on the sequence of relationships between social commerce constructs, attitudes, and behaviors is disputed. According to earlier scholars, behavior is followed by attitude, conversely, recent evidence suggests a slight relationship. To explore this phenomenon in digital marketing, the aim...

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Bibliographic Details
Main Authors: Malik Ishtiaq Ahmed, Raza Muhammad Ali, Hadi Noor Ul, Khan Mahwish J., Hameed Farhina
Format: Article
Language:English
Published: Sciendo 2023-12-01
Series:Management şi Marketing
Subjects:
social commerce construct
cognitive attitude
affective attitude
purchase intention
social commerce
Online Access:https://doi.org/10.2478/mmcks-2023-0026

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