The Effect of Brand Heritage on Social Commerce Site Privacy Risk, Brand Equity, and Brand Advocacy

Hadeel B. Al Haddad, Amjad H. Al-Amad, Sami AlSmadi, Khaled Qassem Hailat, Mohammad Hasan Galib and Fadi A. T. Herzallah
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Hadeel B. Al Haddad: Yarmouk University, Jordan
Amjad H. Al-Amad: Yarmouk University, Jordan
Sami AlSmadi: Yarmouk University, Jordan
Khaled Qassem Hailat: Yarmouk University, Jordan
Mohammad Hasan Galib: Tennessee State University, USA
Fadi A. T. Herzallah: Palestine Technical University, Kadoorie, Palestine

Journal of Electronic Commerce in Organizations (JECO), 2024, vol. 22, issue 1, 1-24

Abstract: This study applies the Stimuli-Organism-Response (S-O-R) Theory to examine the impact of brand heritage of social commerce sites on consumers' perceived privacy risk, and the impact of this perceived risk on brand equity and brand advocacy. This study extends brand heritage research by exploring brand heritage in a new context (social commerce sites). To test the hypotheses, an online survey was conducted, and a total of 321 responses were collected from Amazon users in the US. The data were analyzed by using the Partial Least Squares-Structural Equation Modelling (PLS-SEM). Findings revealed that the brand heritage of social commerce sites has a significant negative influence on consumers' perceived privacy risk, which in turn has a significant negative impact on brand equity and brand advocacy.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jeco00:v:22:y:2024:i:1:p:1-24

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