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Driving Online Brand Engagement, Trust, and Purchase Intention on Instagram: The Effect of Social Commerce Marketing Stimuli
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Building on the stimulus-organism-response model, this paper aims to fill the considerable research gap by developing a deeper understanding of social commerce as a global emerging phenomenon and investigating the effectiveness of social commerce marketing stimuli and its consequences on consumer behavior on Instagram. The study adopts a mixed-methodology approach, including a web-based survey and a focus group interview, to build a deeper understanding of the phenomenon and account for the social aspects of social commerce. Based on a sample of 317 international consumers, the analysis demonstrates that all dimensions of social commerce marketing stimuli have significant effects on online brand engagement on Instagram; which consequently positively influences brand trust and online purchase intention. Moreover, the focus group interview complements the findings and provides potential explanations for the discovered relationships.

Place, publisher, year, edition, pages
2019. , p. 35
Keywords [en]
Social commerce, marketing stimuli, online brand engagement, brand trust, online purchase intention
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-43691OAI: oai:DiVA.org:mdh-43691DiVA, id: diva2:1321684
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2019-06-17 Created: 2019-06-09 Last updated: 2019-06-17Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NB
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  • Other locale
More languages
Output format
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