How to Drive Brand Engagement and eWOM Intention in Social Commerce: A Competitive Strategy for the Emerging Market
Brand engagement and eWOM intention have been found to be critical factors driving competitive advantage for companies, as the evolution of social networking sites has changed the perspective of how companies engage with customers. Based on social exchange theory, the current research proposes an em...
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| Format: | Article |
| Language: | English |
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Tomas Bata University in Zlín
2020-09-01
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| Series: | Journal of Competitiveness |
| Subjects: | |
| Online Access: | https://www.cjournal.cz/index.php?hid=clanek&bid=archiv&cid=379&cp= |
| _version_ | 1818114421050834944 |
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| author | Quyen Phu Thi Phan Nhat Tan Pham Lien H.L Nguyen |
| author_facet | Quyen Phu Thi Phan Nhat Tan Pham Lien H.L Nguyen |
| author_sort | Quyen Phu Thi Phan |
| collection | DOAJ |
| description | Brand engagement and eWOM intention have been found to be critical factors driving competitive advantage for companies, as the evolution of social networking sites has changed the perspective of how companies engage with customers. Based on social exchange theory, the current research proposes an empirical model that emphasizes (1) the unique role of social commerce characteristics, including personalization, socialization, and information availability, in enhancing consumer-brand engagement, (2) the connection between consumer-brand engagement and eWOM intention, and (3) the moderating influence of trust towards such connection. A survey of 248 Facebook users with online shopping experience was employed. By using PLS-graph 3.0, structural equation modelling, the findings demonstrate that personalization and socialization positively influence brand engagement, which in turn leads to eWOM intention. Furthermore, trust moderates the brand engagement-eWOM intention relationship. Unexpectedly, information availability has shown no significant effect on brand engagement. The study encompasses the knowledge of social exchange theory into the social commerce environment by investigating the linkage between the social commerce environment and brand engagement. It contributes value to marketing theories by describing the moderating role of trust from the viewpoint of Gen Y. In addition, the study’s findings may shed light on how firms in emerging markets can increase competitiveness by stimulating brand engagement and eWOM intention, as well as enhancing consumer trust in the comments regarding the products/services within the social commerce environment. |
| first_indexed | 2024-12-11T03:50:27Z |
| format | Article |
| id | doaj.art-ff86ede9fec641e8962400e6f3dfe639 |
| institution | Directory Open Access Journal |
| issn | 1804-171X 1804-1728 |
| language | English |
| last_indexed | 2024-12-11T03:50:27Z |
| publishDate | 2020-09-01 |
| publisher | Tomas Bata University in Zlín |
| record_format | Article |
| series | Journal of Competitiveness |
| spelling | doaj.art-ff86ede9fec641e8962400e6f3dfe6392022-12-22T01:21:56ZengTomas Bata University in ZlínJournal of Competitiveness1804-171X1804-17282020-09-0112313615510.7441/joc.2020.03.08How to Drive Brand Engagement and eWOM Intention in Social Commerce: A Competitive Strategy for the Emerging MarketQuyen Phu Thi Phan0https://orcid.org/0000-0002-4048-1369Nhat Tan Pham1https://orcid.org/0000-0001-9927-2257Lien H.L Nguyen2https://orcid.org/0000-0002-7527-6453University of Economics, The University of Danang, Vietnam, Faculty of Marketing, Tomas Bata University in Zlín, Czech Republic, Faculty of Management and EconomicsInternational University, Ho Chi Minh City, Vietnam, Vietnam National University, Ho Chi Minh City, Vietnam, Linh Trung Ward, Thu Duc District, Ho Chi Minh City 700000, Vietnam, Tomas Bata University in Zlín, Faculty of Management and EconomicsTomas Bata University in Zlín, Czech Republic, Faculty of Management and EconomicsBrand engagement and eWOM intention have been found to be critical factors driving competitive advantage for companies, as the evolution of social networking sites has changed the perspective of how companies engage with customers. Based on social exchange theory, the current research proposes an empirical model that emphasizes (1) the unique role of social commerce characteristics, including personalization, socialization, and information availability, in enhancing consumer-brand engagement, (2) the connection between consumer-brand engagement and eWOM intention, and (3) the moderating influence of trust towards such connection. A survey of 248 Facebook users with online shopping experience was employed. By using PLS-graph 3.0, structural equation modelling, the findings demonstrate that personalization and socialization positively influence brand engagement, which in turn leads to eWOM intention. Furthermore, trust moderates the brand engagement-eWOM intention relationship. Unexpectedly, information availability has shown no significant effect on brand engagement. The study encompasses the knowledge of social exchange theory into the social commerce environment by investigating the linkage between the social commerce environment and brand engagement. It contributes value to marketing theories by describing the moderating role of trust from the viewpoint of Gen Y. In addition, the study’s findings may shed light on how firms in emerging markets can increase competitiveness by stimulating brand engagement and eWOM intention, as well as enhancing consumer trust in the comments regarding the products/services within the social commerce environment.https://www.cjournal.cz/index.php?hid=clanek&bid=archiv&cid=379&cp=social exchange theorysocial commerce characteristicsbrand engagementewom intentiontrustcompetitiveness |
| spellingShingle | Quyen Phu Thi Phan Nhat Tan Pham Lien H.L Nguyen How to Drive Brand Engagement and eWOM Intention in Social Commerce: A Competitive Strategy for the Emerging Market Journal of Competitiveness social exchange theory social commerce characteristics brand engagement ewom intention trust competitiveness |
| title | How to Drive Brand Engagement and eWOM Intention in Social Commerce: A Competitive Strategy for the Emerging Market |
| title_full | How to Drive Brand Engagement and eWOM Intention in Social Commerce: A Competitive Strategy for the Emerging Market |
| title_fullStr | How to Drive Brand Engagement and eWOM Intention in Social Commerce: A Competitive Strategy for the Emerging Market |
| title_full_unstemmed | How to Drive Brand Engagement and eWOM Intention in Social Commerce: A Competitive Strategy for the Emerging Market |
| title_short | How to Drive Brand Engagement and eWOM Intention in Social Commerce: A Competitive Strategy for the Emerging Market |
| title_sort | how to drive brand engagement and ewom intention in social commerce a competitive strategy for the emerging market |
| topic | social exchange theory social commerce characteristics brand engagement ewom intention trust competitiveness |
| url | https://www.cjournal.cz/index.php?hid=clanek&bid=archiv&cid=379&cp= |
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