The effects of benefit-driven commitment on usage of social media for shopping and positive word-of-mouth

By Sann Ryu, Jungkun Park. 2020

107 citations recorded by the source corpus.

Abstract Shopping on social media (SM) is more popular now than ever. SM enables interactive communication among users and provides great opportunities for marketers and advertisers to reach out to consumers. While SM has potential as a marketing platform, not much is known whether consumers perceive benefits of SM as a shopping platform and how such perceived benefits can drive their shopping activity on SM. The purpose of this study is to examine the relationship between consumers’ multi-dimensional perceived SM benefits, their commitment to SM, the actual usage of SM for shopping purposes, and their willingness to spread positive comments about their shopping experience on SM. Results of an online survey (N = 325) successfully confirmed the proposed model: consumers perceive functional, experiential, and/or symbolic benefits from using SM, show calculative, affective, and/or normative commitments, use SM for shopping purposes, and engage in generating positive electronic word-of-mouth. This research contributes to the literature by revisiting SM as an emerging shopping platform and empirically validating the conceptual model that lays out the motivational processes underlying shopping via SM.

Subfields: Information Systems and Management, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/4c7b056995190a05a81907b359c5d68f89a30acf

How researchers see this paper

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In Information Systems and Management

1. Shalini Talwar
2. Puneet Kaur
3. Manish Talwar
4. Amandeep Dhir
5. A. K. M. Najmul Islam

In Organizational Behavior and Human Resource Management

1. Amandeep Dhir
2. Shalini Talwar
3. Puneet Kaur
4. A. K. M. Najmul Islam
5. Manish Talwar

In Sociology and Political Science

1. Shalini Talwar
2. Amandeep Dhir
3. Puneet Kaur
4. A. K. M. Najmul Islam
5. Manish Talwar
6. Sushant Kumar
7. Arunima Shah

Citations in the corpus

• Positive and negative word of mouth (WOM) are not necessarily opposites: A reappraisal using the dual factor theory (2020, methodology): “Consumers’ perceived benefits were also found to positively influence their motivation to engage in PWOM in an online environment (Ryu and Park, 2020).”