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Drivers of social commerce usage: a multi-group analysis comparing Facebook and Instagram

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Drivers of social commerce usage: a multi-group analysis comparing Facebook and Instagram

dc.contributor.author	Ventre, Iván
dc.contributor.author	Mollà Descals, Alejandro
dc.contributor.author	Frasquet, Marta
dc.date.accessioned	2023-10-20T08:09:53Z
dc.date.available	2023-10-21T04:45:07Z
dc.date.issued	2021	es_ES
dc.identifier.citation	Iván Ventre, Alejandro Mollá-Descals & Marta Frasquet (2021) Drivers of social commerce usage: a multi-group analysis comparing Facebook and Instagram, Economic Research-Ekonomska Istraživanja, 34:1, 570-589.	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/90510
dc.description.abstract	Social media are increasingly used as platforms to not only socialise but also to shop for products and services. Social commerce is the new trend in e-commerce that leverages the enhanced consumer-to-consumer interactions to support shopping processes. Based on the concept of social commerce constructs suggested by Nick Hajli, this article investigates the role of social commerce constructs, emotional and informative support, and trust as drivers of social commerce intention. We apply multi-group analysis to validate the drivers of social commerce for two of the most relevant social media platforms: Facebook and Instagram. Based on a sample of 800 social commerce users, our findings reveal that social commerce constructs are strong drivers of social commerce intention for both social media platforms; however, there are differences between the two as Facebook seems to generate higher emotional support and trust than Instagram.	es_ES
dc.language.iso	en	es_ES
dc.publisher	Taylor & Francis	es_ES
dc.subject	social commerce constructs	es_ES
dc.subject	social media	es_ES
dc.subject	multi-group analysis	es_ES
dc.subject	social support	es_ES
dc.subject	trust	es_ES
dc.subject	marketing	es_ES
dc.title	Drivers of social commerce usage: a multi-group analysis comparing Facebook and Instagram	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.1080/1331677X.2020.1799233	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES
dc.type.hasVersion	VoR	es_ES
dc.rights.accessRights	open access	es_ES