Original paper
Consumer engagement in sharing brand-related information on social commerce: the roles of culture and experience
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...
Paper Details
Title
Consumer engagement in sharing brand-related information on social commerce: the roles of culture and experience
Published Date
Jun 21, 2019
Volume
27
Issue
1
Pages
53 - 68
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Notes
History