Title: Measuring the influence of social commerce dimensions on Iranian customer brand loyalty

Authors: Nima Hassanzadeh Sarhangi; Navid Nezafati; Parisa Zomorodi

Addresses: Department of Management and Accounting, Shahid Beheshti University, Tehran, Iran ' Department of Management and Accounting, Shahid Beheshti University, Tehran, Iran ' Department of Management and Accounting, Shahid Beheshti University, Tehran, Iran

Abstract: The present study aims to measure the impact of the dimensions of social commerce on brand loyalty in customers. Social commerce is a form of e-commerce in the space of social media. The recent global market trend has turned purchasing and marketing experiences into a model of combining customers' social lives and shopping experiences through social commerce. As a result, customers purchasing behaviour using social media has undergone extensive changes. They have access to a type of knowledge and social experience that supports them in better understanding the goals of purchasing and deciding to purchase more accurately and consciously. The present study collected valid questionnaires from 385 customers of certain brands in the social commerce environment examined using partial least squares (PLS) method. The results revealed that information quality, interactivity, perceived trust, social norms, and CFSMIP positively affect Iranian customers' brand loyalty, respectively.

Keywords: social commerce; brand loyalty; trust; social media; customer.

DOI: 10.1504/IJEB.2023.130156

International Journal of Electronic Business, 2023 Vol.18 No.2, pp.165 - 193

Received: 28 Jul 2021
Accepted: 19 Nov 2022
Published online: 05 Apr 2023 *

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