How social presence drives commitment and loyalty with online brand communities? the role of social commerce trust

Increasing interest in social commerce has been accompanied by concerns about creating high-quality customer relationships. Brands are particularly interested in how they may foster the creation of commitment and loyalty regarding their online social commerce communities. The present study contribut...

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Bibliographic Details
Published in:Journal of retailing and consumer services 2020-07, Vol.55, p.102136, Article 102136
Main Authors: Nadeem, Waqar, Khani, Amir H., Schultz, Carsten D., Adam, Nawal Abdalla, Attar, Razaz Waheeb, Hajli, Nick
Format: Article
Language:English
Subjects:
Commitment
Loyalty
Online brand community
Social commerce trust
Social media
Social presence
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Summary:Increasing interest in social commerce has been accompanied by concerns about creating high-quality customer relationships. Brands are particularly interested in how they may foster the creation of commitment and loyalty regarding their online social commerce communities. The present study contributes to this question by examining the relationship between social presence and customer relationship quality by means of customer commitment and loyalty. More specifically, this study clarifies the role of social commerce trust in this relationship. Based on 189 questionnaires from social commerce users, the direct relationships between social presence and commitment as well as loyalty are not supported, in contrast to prior findings. The results show that social commerce trust fully mediates the relationship between social presence and commitment as well as loyalty in social commerce online brand communities.
ISSN:0969-6989
1873-1384
DOI:10.1016/j.jretconser.2020.102136