Social influence plays a significant role in shaping consumer behavior, and research in this
area comprises a substantial portion of the literature. Despite the vast number of studies …

Purpose Social commerce (SC) is a new genre in electronic commerce (e-commerce) that
has great potential. This study proposes a new research framework to address deficiencies …

Companies are increasingly relying on social media brand communities to interact with
consumers and achieve business values. Thus, it is essential to understand how companies …

With the rise of social commerce, new approaches such as sharing commerce in which the
consumers, businesses and other stakeholders collaboratively perform various commercial …

Purpose Social media is still influencing consumers and is extending social commerce (S-
Commerce) use. Different social media activities can influence the users' trust and e …

We propose metaverse as a medium for customer brand active engagement and for
stimulating the purchase intentions towards a brand in real world. The participants recruited …

Consumer behavior in the food industry has undergone significant changes in recent years,
largely driven by growing consumer awareness of environmental, technological, religious …

Purpose Currently, the Covid-19 pandemic is changing how consumers shop, encouraging
deeper levels and increased reliance on e-commerce systems and social media such as …

Without question, 2020 was an unprecedented period for all businesses and consumers in
the world, especially for social commerce businesses. Growing online shopping during the …

Purpose This study aims to map existing literature on customer brand co-creation (CBC) in
the context of social media and highlight multiple avenues for future research …