Purpose By integrating the Uses and Gratifications Theory and Flow Theory, this research
seeks to untwine the veiled effects of interactive commerce enhancements (ICEs) …

Purpose The purpose of this paper is to provide insight into the relationship between
consumer personality traits and consumer engagement (CE) in the online brand community …

Recent studies indicate that online interactions generate significant effects on consumer
behavior, such as customer loyalty and satisfaction, through shopping values, while there …

Although live social commerce apps have emerged as a marketing channel recently, live
social commerce, as a relatively new phenomenon, has attracted little attention. The authors …

In the modern era of information overload, e-commerce platforms use recommendation
systems to predict purchase behavior based on user interests and past actions. Initially …

The paper draws on the theory of planned behavior (TPB) to investigate the dual effect of
digital communication reinforcement drivers: positive (ie, interactivity, argument quality …

Social commerce is a first-generation platform that uses a variety of social attributes to attract
the attention of internet users. The impact of platform interactivity components; Content …

Purpose-This study aimed to explore how social commerce platforms retain specific user
groups in the context of emerging economies post-COVID-19. We intend to provide essential …

With the proliferation of social networking and electronic commerce, social commerce helps
people engage in various forms of online social commercial activities through sharing their …

Purpose The purpose of the study is to identify the key antecedents relating to the interaction
design of the e-groceryretail mobile applications and offer innovative marketing …