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

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...