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Cited by 83Digital Marketing and Social MediaConsumer Behavior in Brand Consumption and IdentificationConsumer Behavior and Marketing Influence

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Consumer engagement in sharing brand-related information on social commerce: the roles of culture and experience

Gvili, Yaniv, Levy, Shalom·2021·Journal of Marketing Communications
DOI 10.1080/13527266.2019.1633552
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Abstract

Social commerce facilitates conversations among buyers across the world and enhances eWOM sharing. This paper investigates the key roles of online shoppers’ culture (collectivism vs. individualism) and past experience as drivers of engagement with brand-related information sharing. Based on the theory of planned behavior (TPB) and consumer culture theory (CCT), a conceptual framework was developed and tested empirically. Data collected from a representative sample of online shoppers (N = 559) was analyzed using Structural Equation Modeling. Findings reveal that shoppers’ experience is indirectly related to brand-related information sharing, and mediated by three TPB beliefs (attitude, subjective norms and perceived behavior control). These relationships were moderated by customer culture. The impact of attitude on information sharing was greater for collectivist shoppers, whereas the influence of subjective norms was stronger for individualist shoppers. Theoretical contributions and practical implications are discussed.

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Metadata

Authors
Gvili, Y., & Levy, S.
Affiliations
  • Ono Academic College (IL)
  • Ariel University (IL)
Corresponding author
Gvili, Yaniv
ORCID
Venue
Journal of Marketing Communications
Publisher
Informa UK Limited
Published
2019-06-21
Volume
27
Issue
1
Pages
53-68
ISSN
  • 1352-7266 (ISSN-L)
  • 1466-4445
DOI
10.1080/13527266.2019.1633552
OpenAlex
W2951792847
Cited by
83
References
7
Citations by year
2026: 3 · 2025: 11 · 2024: 14 · 2023: 16 · 2022: 20 · 2021: 14 · 2020: 4 · 2019: 1
FWCI
19.64
Type
journal article
Language
en
Open access
closed
Locations
Journal of Marketing Communications (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords
social commerce, customer engagement, electronic word of mouth, culture, collectivism, individualism, customer experience, theory of planned behavior, consumer culture theory, attitudes, subjective norms, perceived behavioral control

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