Social media interactions, purchase intention, and behavioural engagement on social networking platforms: The mediating role of source and content factors

G. Onofrei, R. Filieri () and L. Kennedy
Additional contact information
R. Filieri: Audencia Business School

Post-Print from HAL

Abstract: Consumers increasingly interact with multimedia posts shared by peers on social media (SM) platforms. Drawing upon service-dominant logic (SDL) and the information adoption model (IAM), we examine the relationship between Consumer-to-Consumer's (C2C) social media interactions (SMIs, Facebook and Instagram) and consumers' intention (i.e., purchase intention) and behaviour (i.e., behavioural engagement (BE), liking, sharing, commenting), considering the mediating role of source (i.e., source homophily, credibility) and content factors (i.e., content quality). The results indicate that SMIs influence perceived source credibility, source homophily, content quality, and consumers' purchase intention. Furthermore, source credibility and homophily predict BE and partially mediate the relationship between SMI and BE, whereas both homophily and post quality partially mediate the relationship between SMI and purchase intention. This study integrates SDL, the IAM, and source homophily, showing their application to C2C social media conversations, contributing to both theory and practice.

Keywords: Social media; Social media interactions; Information adoption model; Value co-creation; Purchase intention; Behavioural engagement (search for similar items in EconPapers)
Date: 2022-03
References: Add references at CitEc
Citations: View citations in EconPapers (3)

Published in Journal of Business Research, 2022, ⟨https://doi.org/10.1016/j.jbusres.2021.12.031⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04779119

DOI: 10.1016/j.jbusres.2021.12.031

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().