As a new business model, live-streaming commerce has great commercial value. This study used the stimulus–organism–response framework to explore the psychological mechanisms of how live peculiarities impact consumer behavioral responses as well as the effects of gender and platform differences, and to make clear how to choose the two dependent variables of engagement and purchase intentions. Using 454 valid questionnaires from consumers who had made purchases during live streaming, the authors employed partial least squares structural equation modeling to analysis the research model. The results suggest that interactivity, visualization, entertainment, and professionalization play considerable roles in consumer behavioral responses and that their psychological mechanisms are different. Male respondents are more satisfied with interactivity than females. E-commerce platforms are more interactive, visible and professional than social media platforms, and the trust mechanism of social media platforms is immature. If we use engagement to describe consumer behavioral responses of interactivity and purchase intentions to describe consumer behavioral responses of visualization, entertainment, and professionalization, this provides a basis for selecting the two dependent variables in live-streaming commerce. This study extends existing theoretical research on live-streaming commerce and provides some managerial implications for platforms, stores, and streamers. 

/pdf/how-to-use-live-streaming-to-improve-consumer-purchase-3rp2h9n6.pdf

How to Use Live Streaming to Improve Consumer Purchase Intentions: Evidence from China

This study examined how social media marketing activities (SMMA) influence consumers’ engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers’ engagement intention and further investigated the moderating effect of social media sales intensity. The study employed a time-lagged design with two waves to confirm the hypothesised framework. The study findings showed that SMMA positively influence consumers’ engagement intention and engagement behaviour. In addition, social media sales intensity strengthens the link between engagement intention and engagement behaviour. This study adds to the literature on social media and discusses its practical implications.

https://www.frontiersin.org/articles/10.3389/fpsyg.2022.811282/pdf

The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study

Social media marketing has become one of the most significant growth paths for many businesses in today’s world. However, many companies are still unclear about using social media marketing to get their advantages, particularly in an e-commerce environment. In this background, this study is proposed to examine the effects of social media marketing activities (SMMAs) (interactivity, informativeness, word-of-mouth-WOM, personalization, and trendiness) on relationship quality, such as commitment, trust, and satisfaction in order to predict consumers’ online repurchase intentions in China’s e-commerce environment. This study proposed a theoretical model by using the stimulus-organism-response (S-O-R) theory. Using a structured questionnaire and purposive sampling, this study examined the responses of 403 consumers through partial least square-structural equation modeling. The findings discovered that SMMAs significantly strengthen the relationship quality factors, such as commitment, trust, and satisfaction, which in turn positively increase consumer online repurchase intentions in China’s e-commerce industry. This is novel research that contributes to the S-O-R theory and provides several managerial guidelines that assist managers in improving their business performance in the e-commerce industry. This research also highlighted some limitations.

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Role of social media marketing activities in China’s e-commerce industry: A stimulus organism response theory context

Social media has triggered an increase in fake news spread about different aspects of modern lives, society, politics, societal changes, etc., and has also affected companies’ reputation and brands’ trust. Therefore, this paper is aimed at investigating why social media users share fake news about environmentally friendly brands. To examine social media users’ behavior towards environmentally friendly brands, a theoretical research model proposed and analyzed using structural equations modeling in SmartPLS on a convenience sample consisting of 922 questionnaires. Data was collected by means of a quantitative-based approach via a survey conducted among social media users from an emerging market. The results show that social media flow has a mediated impact on sharing fake news about environmentally friendly brands on social media. Considering the critical consequences of fake news, the paper argues that understanding the dissemination process of this type of bogus content on social media platforms has important theoretical and managerial implications. Understanding the psychological mechanisms that influence people’s behavior in sharing fake news about environmentally friendly brands on social networking sites (SNS) could help in better understanding the factors and the effects of this phenomenon. The originality of this research consists of proposing flow theory from positive psychology to be used as a theoretical framework to explain users’ behavior of sharing fake news about environmentally friendly brands on social media.

/pdf/in-flow-why-do-users-share-fake-news-about-environmentally-1r290uye.pdf

“In Flow”! Why Do Users Share Fake News about Environmentally Friendly Brands on Social Media?

PurposeIn the presence of coronavirus disease 2019 (COVID-19), due to the social distance restriction, consumers' regular consumption behaviors and patterns have been changing fundamentally. Thereafter, an innovative group buying model has emerged and developed explosively with a specific focus on consumer's location, known as community-based group buying (CGB). The purpose of this paper is to investigate the transfer mechanism of user's trust in dyadic contexts of social and commercial role-playing in the CGB program.Design/methodology/approachThis study adopts an empirical research method, with an online and offline questionnaire survey, a total of 382 responses have been obtained. Then, both descriptive analysis and hierarchical regression analysis are conducted to explore the dual roles of group leader and its corresponding effects on consumers' trust (i.e. emotional trust and behavioral trust) and engagement actions (i.e. purchase and share) in the CGB program.FindingsResults indicate that resident's trust and their perception of group leader's friend role can positively enhance their engagement actions in the CGB programs. Meanwhile, for the purpose of profit maximization, the group leader is more willing to play a friend role in transactions no matter whether the role conflict exists.Originality/valueResearch findings provide some managerial insights for CGB platform on the selection and training of group leaders and the incentive mechanism design.

A trust model for consumer conversion in community-based group buying: the dual roles of group leaders

https://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1032&context=psc_facpubs

Mingmin Zhang

Papers

Trust in social media brands and perceived media values: A survey study in China