Consumers' social self-identity drivers on social commerce platforms-based food and beverage
ISSN: 0007-070X
Article publication date: 2 March 2023
Issue publication date: 4 July 2023
Abstract
Purpose
This study aims to investigate the latest breakthroughs in social commerce by examining the characteristics of consumers' social self-identity factors in the food and beverage sector. The objective is to examine how social self-identities factors contribute to exchanging information on social commerce platforms for food and beverage products.
Design/methodology/approach
This study employed partial least squares structural equation modeling (PLS-SEM) to test the measurement and structural model. A total of 238 food and beverage website and apps users were questioned using a structural survey.
Findings
Contrary to expectations, one self-inner driver does not influence consumers' intentions to exchange social commerce information, while up-to-date information, validation and like-minded discussion have a strong impact on the social commerce exchange model.
Originality/value
The findings of this research offer new insights into the brand's abilities to induce social commerce. The findings also assist marketing managers in better managing brand content on these websites.
Keywords
Acknowledgements
The authors extend their appreciation to the Deanship of Scientific Research at Princess Nourah bint Abdulrahman University for funding this work through the Visiting Scholar Program.
Citation
Bazi, S., Attar, R.W., Adam, N.A. and Hajli, N. (2023), "Consumers' social self-identity drivers on social commerce platforms-based food and beverage", British Food Journal, Vol. 125 No. 8, pp. 3050-3068. https://doi.org/10.1108/BFJ-08-2022-0682
Publisher
:Emerald Publishing Limited
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