Social commerce in emerging markets and its impact on online community engagement

YesThis study aims to build on the understanding of social commerce in the emerging markets and how it influences online community engagement. The conceptual model was proposed using theories including the social support theory, the trust theory, the social presence theory, the flow theory and the service-dominant logic theory. Using Facebook online community, the data were collected from 400 respondents from Jordan and analysed using AMOS based structural equation modelling. Results revealed that social commerce constructs positively influence social support, community members’ trust and social presence. Furthermore, it was found that social support and social presence positively affect community members’ trust. We also found that community members’ trust positively influence flow whereas both community members’ trust and flow positively influence community engagement

Narcissism, interactivity, community, and online revenge behavior: The moderating role of social presence among Jordanian consumers

This study tests the effect of personal and online characteristics on consumers' desire for revenge and their online revenge intentions. In light of the interactivity and community of social media platforms, it examines the notion that narcissism and social presence will increase consumers' desire for revenge and their online revenge intentions after a service failure. Based on a sample of 317 Jordanian consumers, the data analysis shows that the model has a very good fit and that narcissism, interactivity, and community significantly influenced consumers’ desire for revenge. Social presence was found to have a moderating influence on the relationship between the desire for revenge and online revenge intentions. Implications for marketing managers are also discussed