Drivers of purchase intention in Instagram Commerce

Drivers of purchase intention in Instagram Commerce

Purpose – This study aims to analyze the factors that drive purchases via Instagram and contribute to the growth of Instagram Commerce and examine the moderating role of gender, age and experience in Instagram use in the proposed relationship between six variables derived from commitment–trust theor...

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Bibliographic Details
Main Authors: Doaa Herzallah, Francisco Muñoz-Leiva, Francisco Liebana-Cabanillas
Format: Article
Language:English
Published: Emerald Publishing 2022-09-01
Series:Spanish Journal of Marketing-ESIC
Subjects:
Social commerce
Instagram Commerce
Purchase intention
Gender
Age
Experience
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SJME-03-2022-0043/full/pdf

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https://www.emerald.com/insight/content/doi/10.1108/SJME-03-2022-0043/full/pdf

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