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

Waqar Nadeem, Amir H. Khani, Carsten D. Schultz, Nawal Abdalla Adam, Razaz Waheeb Attar and Nick Hajli

Journal of Retailing and Consumer Services, 2020, vol. 55, issue C

Abstract: 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.

Keywords: Commitment; Loyalty; Online brand community; Social commerce trust; Social media; Social presence (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (35)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919315668

DOI: 10.1016/j.jretconser.2020.102136

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