Pub Date : 2022-08-22DOI: 10.1080/15332861.2022.2109876
Arshiya Fathima M. S., A. Khan, Ansari Sarwar Alam
Abstract Brand experience in general and online brand experience in particular, have received a lot of attention from researchers and marketers. Many authors have studied the outcomes and antecedents of online brand experience in different contexts. However, unlike most other studies, which have utilized a more generalized construct of online brand experience, this research investigatesa more specific website-based construct of online brand experience. We propose and testan integrated model of key antecedents and outcomes of website-based online brand experience. Specifically, we examine the role of flow and theory of consumption valuesin influencing the online brand experience, and the influence of the theory ofconsumption values and online brand experience on satisfaction and online purchase intention. The study utilizes the data collected from 308 young consumers. Hypotheses are tested by conducting Partial least square structural equation modeling (PLS-SEM). The study results indicate that the theory of consumption values and flow are the critical drivers of online brand experience, and online brand experience positively influences satisfaction and purchase intention. Implications are discussed in the concluding section of this article.
{"title":"Relationship of the Theory of Consumption Values and Flow with Online Brand Experience: A Study of Young Consumers","authors":"Arshiya Fathima M. S., A. Khan, Ansari Sarwar Alam","doi":"10.1080/15332861.2022.2109876","DOIUrl":"https://doi.org/10.1080/15332861.2022.2109876","url":null,"abstract":"Abstract Brand experience in general and online brand experience in particular, have received a lot of attention from researchers and marketers. Many authors have studied the outcomes and antecedents of online brand experience in different contexts. However, unlike most other studies, which have utilized a more generalized construct of online brand experience, this research investigatesa more specific website-based construct of online brand experience. We propose and testan integrated model of key antecedents and outcomes of website-based online brand experience. Specifically, we examine the role of flow and theory of consumption valuesin influencing the online brand experience, and the influence of the theory ofconsumption values and online brand experience on satisfaction and online purchase intention. The study utilizes the data collected from 308 young consumers. Hypotheses are tested by conducting Partial least square structural equation modeling (PLS-SEM). The study results indicate that the theory of consumption values and flow are the critical drivers of online brand experience, and online brand experience positively influences satisfaction and purchase intention. Implications are discussed in the concluding section of this article.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"509 - 537"},"PeriodicalIF":4.3,"publicationDate":"2022-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44164067","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-08-19DOI: 10.1080/15332861.2022.2109880
Xun Xu, Jonathan E. Jackson
Abstract Encouraging consumers to adopt a new shopping model is always challenging for a retailer. With the fierce competition in the retail industry, retailers aim to actively reach more consumers, especially on the internet. The Try-Before-You-Buy (TBYB) e-commerce shopping model has been emerging and rapidly developing recently. This study examines the antecedents of consumers’ acceptance of the TBYB model. We find that tailoring to consumers’ preferences—namely, implementing a customization strategy—is beneficial to enhance consumers’ perceived quality of the TBYB model, however, it also increases their perceived risk of the model. Additionally, offering a flexible forward transaction process is more important than the backward transaction flexibility because while both increase consumers’ perceived quality, only the forward transaction flexibility reduces consumers’ perceived risk of the TBYB model. Further, we find while the perceived quality is a facilitator for consumers to have the intention to accept the TBYB model, higher perceived risk is not a preventer. This reveals the asymmetric role of consumers’ perceived quality and perceived risk in generating their TBYB model acceptance intention. Our study helps retailers to implement the corresponding improvement policies and designs to better optimize the operations of the TBYB model.
{"title":"The Asymmetric Role of Perceived Quality and Perceived Risk in Consumers’ Try-Before-You-Buy Model Acceptance Intention","authors":"Xun Xu, Jonathan E. Jackson","doi":"10.1080/15332861.2022.2109880","DOIUrl":"https://doi.org/10.1080/15332861.2022.2109880","url":null,"abstract":"Abstract Encouraging consumers to adopt a new shopping model is always challenging for a retailer. With the fierce competition in the retail industry, retailers aim to actively reach more consumers, especially on the internet. The Try-Before-You-Buy (TBYB) e-commerce shopping model has been emerging and rapidly developing recently. This study examines the antecedents of consumers’ acceptance of the TBYB model. We find that tailoring to consumers’ preferences—namely, implementing a customization strategy—is beneficial to enhance consumers’ perceived quality of the TBYB model, however, it also increases their perceived risk of the model. Additionally, offering a flexible forward transaction process is more important than the backward transaction flexibility because while both increase consumers’ perceived quality, only the forward transaction flexibility reduces consumers’ perceived risk of the TBYB model. Further, we find while the perceived quality is a facilitator for consumers to have the intention to accept the TBYB model, higher perceived risk is not a preventer. This reveals the asymmetric role of consumers’ perceived quality and perceived risk in generating their TBYB model acceptance intention. Our study helps retailers to implement the corresponding improvement policies and designs to better optimize the operations of the TBYB model.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"455 - 479"},"PeriodicalIF":4.3,"publicationDate":"2022-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44569857","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-08-16DOI: 10.1080/15332861.2022.2109877
Joseph Emmanuel Tetteh, John Haizel-Commeh, B. Otchere-Ankrah
Abstract The study examines the impact of e-government service quality (e-gov SQ) on user satisfaction (US) and perceived public value (PV). Structural equation modeling was employed to investigate the relationships between e-gov SQ, US, and PV. Five dimensions of e-gov SQ, namely efficiency, ease of completion, system availability, contact, and convenience were found to be significant and positive drivers of US. Again, the impact of five e-gov SQ dimensions namely efficiency, system availability, privacy and security, contact, and trust on PV were found to be significant. In addition, the study found that US mediates the relationship between all seven e-gov SQ dimensions and PV. For policy purposes, we recommend that state enterprises should invest more in improving e-gov SQ to drive US and PV and ultimately enhance the performance of state institutions. The findings reinforce the literature on the positive influence of e-gov SQ on US and PV.
{"title":"Online Service Quality of State Organizations: A Study of Online Services of Ghana Revenue Authority","authors":"Joseph Emmanuel Tetteh, John Haizel-Commeh, B. Otchere-Ankrah","doi":"10.1080/15332861.2022.2109877","DOIUrl":"https://doi.org/10.1080/15332861.2022.2109877","url":null,"abstract":"Abstract The study examines the impact of e-government service quality (e-gov SQ) on user satisfaction (US) and perceived public value (PV). Structural equation modeling was employed to investigate the relationships between e-gov SQ, US, and PV. Five dimensions of e-gov SQ, namely efficiency, ease of completion, system availability, contact, and convenience were found to be significant and positive drivers of US. Again, the impact of five e-gov SQ dimensions namely efficiency, system availability, privacy and security, contact, and trust on PV were found to be significant. In addition, the study found that US mediates the relationship between all seven e-gov SQ dimensions and PV. For policy purposes, we recommend that state enterprises should invest more in improving e-gov SQ to drive US and PV and ultimately enhance the performance of state institutions. The findings reinforce the literature on the positive influence of e-gov SQ on US and PV.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"538 - 566"},"PeriodicalIF":4.3,"publicationDate":"2022-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43211758","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-10DOI: 10.1080/15332861.2022.2096399
Heini Vanninen, J. Mero, Eveliina Kantamaa
Abstract Social media influencers are integral to contemporary organizations’ marketing strategies. Despite growing interest in the topic, there is scant knowledge of how organizations manage and collaborate with influencers in their content production during commercial collaborations. Drawing on semi-structured interviews and a semiotic analysis of social media content, this study elucidates the dynamics of organizations’ commercial collaborations with influencers and discusses how influencers decode and transmit organizations’ commercial messages to their followers in the destination marketing context. Social reality and commercial messages are enmeshed in the content narrative and interpreted by the influencer and their knowledge of their audience into what they could mean and become in the semiotic and symbolic landscapes of social media environments. Thus, an influencer’s interpretation of organization’s commercial messages is embedded in the social media environment.
{"title":"Social Media Influencers as Mediators of Commercial Messages","authors":"Heini Vanninen, J. Mero, Eveliina Kantamaa","doi":"10.1080/15332861.2022.2096399","DOIUrl":"https://doi.org/10.1080/15332861.2022.2096399","url":null,"abstract":"Abstract Social media influencers are integral to contemporary organizations’ marketing strategies. Despite growing interest in the topic, there is scant knowledge of how organizations manage and collaborate with influencers in their content production during commercial collaborations. Drawing on semi-structured interviews and a semiotic analysis of social media content, this study elucidates the dynamics of organizations’ commercial collaborations with influencers and discusses how influencers decode and transmit organizations’ commercial messages to their followers in the destination marketing context. Social reality and commercial messages are enmeshed in the content narrative and interpreted by the influencer and their knowledge of their audience into what they could mean and become in the semiotic and symbolic landscapes of social media environments. Thus, an influencer’s interpretation of organization’s commercial messages is embedded in the social media environment.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"S4 - S27"},"PeriodicalIF":4.3,"publicationDate":"2022-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42118960","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-05DOI: 10.1080/15332861.2022.2095178
Pankaj Vishwakarma
The Journal of Internet Commerce (JIC) has been a leading peer-reviewed journal focusing on the influence of the internet in all aspects of commerce since 2002. This study analyses the bibliometric...
{"title":"Journal of Internet Commerce: A Bibliometric Overview","authors":"Pankaj Vishwakarma","doi":"10.1080/15332861.2022.2095178","DOIUrl":"https://doi.org/10.1080/15332861.2022.2095178","url":null,"abstract":"The Journal of Internet Commerce (JIC) has been a leading peer-reviewed journal focusing on the influence of the internet in all aspects of commerce since 2002. This study analyses the bibliometric...","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"25 8-9","pages":""},"PeriodicalIF":4.3,"publicationDate":"2022-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138514321","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-04DOI: 10.1080/15332861.2022.2088037
Anubha, J. Islam
Abstract Despite its staggering growth, fairly little remains known regarding what actually drives the players’ intent to play multiplayer online games (MOGs), which exposes an important research gap. Correspondingly, we empirically test a mediated moderation model to demonstrate how various gratifications and stimuli affect player’s (particularly the Generation Z’s) attitude towards MOGs and shapes their playing intentions. Data were collected through a structured (online and offline) questionnaire survey among 1310 Generation Z MOG players. The findings reveal that multiple gratifications such as perceived enjoyment, social interaction, and achievement have a direct as well as an indirect impact (via attitude) on consumers’ online gaming intentions. The value of this study lies in its ability to enhance understanding on how to develop, and market MOGs based on various sought-after gratifications and normative stimuli that will increase generation Z gamers’ immersion in games, their earned social capital, and eventually their playing intention for MOGs.
{"title":"Unveiling Key Gratifications and Stimuli to Engage Generation Z with Multiplayer Online Games","authors":"Anubha, J. Islam","doi":"10.1080/15332861.2022.2088037","DOIUrl":"https://doi.org/10.1080/15332861.2022.2088037","url":null,"abstract":"Abstract Despite its staggering growth, fairly little remains known regarding what actually drives the players’ intent to play multiplayer online games (MOGs), which exposes an important research gap. Correspondingly, we empirically test a mediated moderation model to demonstrate how various gratifications and stimuli affect player’s (particularly the Generation Z’s) attitude towards MOGs and shapes their playing intentions. Data were collected through a structured (online and offline) questionnaire survey among 1310 Generation Z MOG players. The findings reveal that multiple gratifications such as perceived enjoyment, social interaction, and achievement have a direct as well as an indirect impact (via attitude) on consumers’ online gaming intentions. The value of this study lies in its ability to enhance understanding on how to develop, and market MOGs based on various sought-after gratifications and normative stimuli that will increase generation Z gamers’ immersion in games, their earned social capital, and eventually their playing intention for MOGs.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"480 - 508"},"PeriodicalIF":4.3,"publicationDate":"2022-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49268616","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-03DOI: 10.1080/15332861.2021.1978194
Felicjan Bylok
Abstract In the contemporary economy, e-commerce is experiencing dynamic growth. One of the factors that determines its development is that of online trust in terms of the relations between the online seller and the consumer. The adoption of the assumption that online trust has an impact on the purchasing behavior of e-consumers had an influence on the formulation of the aim of the research, which was to identify the relations between cultural factors and consumer online trust, as well as the impact of consumer online trust on the purchasing intentions of young consumers. The empirical results illustrate that the trust attributes significantly affect the purchasing intentions of young consumers. In particular, trust in websites and positive experiences in relations with an online shop in the past have a direct positive influence on the intentions to conduct transactions on the internet. The research findings indicate their potential use in marketing practice.
{"title":"Examining the Impact of Trust on the e-Commerce Purchase Intentions of Young Consumers in Poland","authors":"Felicjan Bylok","doi":"10.1080/15332861.2021.1978194","DOIUrl":"https://doi.org/10.1080/15332861.2021.1978194","url":null,"abstract":"Abstract In the contemporary economy, e-commerce is experiencing dynamic growth. One of the factors that determines its development is that of online trust in terms of the relations between the online seller and the consumer. The adoption of the assumption that online trust has an impact on the purchasing behavior of e-consumers had an influence on the formulation of the aim of the research, which was to identify the relations between cultural factors and consumer online trust, as well as the impact of consumer online trust on the purchasing intentions of young consumers. The empirical results illustrate that the trust attributes significantly affect the purchasing intentions of young consumers. In particular, trust in websites and positive experiences in relations with an online shop in the past have a direct positive influence on the intentions to conduct transactions on the internet. The research findings indicate their potential use in marketing practice.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"21 1","pages":"364 - 391"},"PeriodicalIF":4.3,"publicationDate":"2022-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43357925","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Abstract This research aims to empirically examine the interrelationships between online impulse buying tendencies (IBT), hedonic motives, online promotions, impulse purchase decision (IPD), and customer satisfaction. A structured survey instrument was used to collect data from 625 consumers from southern India. After checking the psychometric properties of the survey instrument with structural equation modeling, the moderated-mediation model was analyzed using Hayes PROCESS. The results showed that (i) impulse purchase decision (IPD) mediated the relationship between impulsive buying tendency (IBT) and customer satisfaction (CS), (ii) hedonic motives moderated the relationship between IBT and IPD, and (iii) hedonic motives and online promotions moderate the relationship between IPD and CS. This study contributes to the literature because it provides valuable insight into two-way and three-way interactions among the significant variables in consumer behavior. The COVID-19 global pandemic brought a paradigm change in consumer behavior, and thus understanding the e-shopper’s IB behavior is critical for e-retailers to change their strategies to capture a broader market. The implications for marketing research are discussed.
{"title":"Online Promotions and Hedonic Motives as Moderators in the Relationship Between e-Impulsive Buying Tendency and Customer Satisfaction: Evidence From India","authors":"Sumetha Madhu, Vasanthi Soundararajan, Satyanarayana Parayitam","doi":"10.1080/15332861.2022.2088035","DOIUrl":"https://doi.org/10.1080/15332861.2022.2088035","url":null,"abstract":"Abstract This research aims to empirically examine the interrelationships between online impulse buying tendencies (IBT), hedonic motives, online promotions, impulse purchase decision (IPD), and customer satisfaction. A structured survey instrument was used to collect data from 625 consumers from southern India. After checking the psychometric properties of the survey instrument with structural equation modeling, the moderated-mediation model was analyzed using Hayes PROCESS. The results showed that (i) impulse purchase decision (IPD) mediated the relationship between impulsive buying tendency (IBT) and customer satisfaction (CS), (ii) hedonic motives moderated the relationship between IBT and IPD, and (iii) hedonic motives and online promotions moderate the relationship between IPD and CS. This study contributes to the literature because it provides valuable insight into two-way and three-way interactions among the significant variables in consumer behavior. The COVID-19 global pandemic brought a paradigm change in consumer behavior, and thus understanding the e-shopper’s IB behavior is critical for e-retailers to change their strategies to capture a broader market. The implications for marketing research are discussed.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"395 - 431"},"PeriodicalIF":4.3,"publicationDate":"2022-06-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49634361","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-16DOI: 10.1080/15332861.2022.2088036
Raja Ahmed Jamil, Abdul Qayyum
Abstract This is the first study to investigate the reciprocal relationship between word of mouse and online trust. It was expected that consumers develop online trust through word of mouse information, and conversely, consumers who trust online sellers consume word of mouse (WOMS) to affirm their initial beliefs. Hypotheses were tested with a sample of 447 consumers based on a three-wave longitudinal design. The results supported that a reciprocal relationship exists between WOMS and online trust. Word of mouse predicted subsequent online trust, and online trust predicted word of mouse. Since these reciprocal effects indicate a virtuous cycle with positive effects of online trust and WOMS for both sellers and consumers, the results of this study have implications for both researchers and practitioners alike.
{"title":"Reciprocal Effects of Word of Mouse and Online Trust: A Three-Wave Longitudinal Study","authors":"Raja Ahmed Jamil, Abdul Qayyum","doi":"10.1080/15332861.2022.2088036","DOIUrl":"https://doi.org/10.1080/15332861.2022.2088036","url":null,"abstract":"Abstract This is the first study to investigate the reciprocal relationship between word of mouse and online trust. It was expected that consumers develop online trust through word of mouse information, and conversely, consumers who trust online sellers consume word of mouse (WOMS) to affirm their initial beliefs. Hypotheses were tested with a sample of 447 consumers based on a three-wave longitudinal design. The results supported that a reciprocal relationship exists between WOMS and online trust. Word of mouse predicted subsequent online trust, and online trust predicted word of mouse. Since these reciprocal effects indicate a virtuous cycle with positive effects of online trust and WOMS for both sellers and consumers, the results of this study have implications for both researchers and practitioners alike.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"321 - 348"},"PeriodicalIF":4.3,"publicationDate":"2022-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48645839","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-06DOI: 10.1080/15332861.2022.2080416
Kashif Farhat, W. Aslam, Sany Sanuri Mohd. Mokhtar, Iviane Ramos de Luna
Abstract The study is motivated by the lack of comprehension on how lurking and posting engagement are driven by hedonic vs. utilitarian brands in social media-based brand communities (SMBBC). Survey responses of 229 social media customers comprising group 1 for hedonic brands (n = 126) and group 2 for utilitarian brands (n = 103) were included in a multigroup analysis (MGA). PLS-SEM modeling results indicate that economic and entertainment needs of customers are significantly related to lurking engagement for hedonic brands. In contrast, identification and information needs of customers are significantly related to posting engagement for utilitarian brands. Importantly, lurking engagement appears more significantly related to brand loyalty compared to posting engagement. The study extends several insights on lurking and posting engagement to design brand type-oriented social media marketing strategies. Findings of the study also enrich the Uses and Gratification Theory in the context of lurking and posting engagement.
{"title":"A Forgotten Tale of Lurking Engagement and Social Media-Based Brand Communities","authors":"Kashif Farhat, W. Aslam, Sany Sanuri Mohd. Mokhtar, Iviane Ramos de Luna","doi":"10.1080/15332861.2022.2080416","DOIUrl":"https://doi.org/10.1080/15332861.2022.2080416","url":null,"abstract":"Abstract The study is motivated by the lack of comprehension on how lurking and posting engagement are driven by hedonic vs. utilitarian brands in social media-based brand communities (SMBBC). Survey responses of 229 social media customers comprising group 1 for hedonic brands (n = 126) and group 2 for utilitarian brands (n = 103) were included in a multigroup analysis (MGA). PLS-SEM modeling results indicate that economic and entertainment needs of customers are significantly related to lurking engagement for hedonic brands. In contrast, identification and information needs of customers are significantly related to posting engagement for utilitarian brands. Importantly, lurking engagement appears more significantly related to brand loyalty compared to posting engagement. The study extends several insights on lurking and posting engagement to design brand type-oriented social media marketing strategies. Findings of the study also enrich the Uses and Gratification Theory in the context of lurking and posting engagement.","PeriodicalId":46488,"journal":{"name":"Journal of Internet Commerce","volume":"22 1","pages":"189 - 223"},"PeriodicalIF":4.3,"publicationDate":"2022-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47504198","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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