How to Drive Brand Engagement and eWOM Intention in Social Commerce: A Competitive Strategy for the Emerging Market
Quyen Phu Thi Phan, Nhat Tan Pham, Lien H.L Nguyen
Keywords:
social exchange theory, social commerce characteristics, brand engagement, eWOM intention, trust,
competitiveness
Abstract:
Brand engagement and eWOM intention have been found to be critical factors driving competitive
advantage for companies, as the evolution of social networking sites has changed the perspective
of how companies engage with customers. Based on social exchange theory, the current
research proposes an empirical model that emphasizes (1) the unique role of social commerce
characteristics, including personalization, socialization, and information availability, in enhancing
consumer-brand engagement, (2) the connection between consumer-brand engagement and
eWOM intention, and (3) the moderating influence of trust towards such connection. A survey
of 248 Facebook users with online shopping experience was employed. By using PLS-graph 3.0,
structural equation modelling, the findings demonstrate that personalization and socialization
positively influence brand engagement, which in turn leads to eWOM intention. Furthermore,
trust moderates the brand engagement-eWOM intention relationship. Unexpectedly, information
availability has shown no significant effect on brand engagement. The study encompasses
the knowledge of social exchange theory into the social commerce environment by investigating
the linkage between the social commerce environment and brand engagement. It contributes
value to marketing theories by describing the moderating role of trust from the viewpoint of
Gen Y. In addition, the study’s findings may shed light on how firms in emerging markets
can increase competitiveness by stimulating brand engagement and eWOM intention, as well as
enhancing consumer trust in the comments regarding the products/services within the social
commerce environment.
Fulltext download:
 How to Drive Brand Engagement and eWOM Intention in Social Commerce: A Competitive Strategy for the Emerging Market [PDF file] [Filesize: 1.12 MB]
 10.7441/joc.2020.03.08
Phan, Q. P. T.., Pham, N. T., & Nguyen, L. H. L. (2020). How to Drive Brand Engagement and eWOM
Intention in Social Commerce: A Competitive Strategy for the Emerging Market. Journal of Competitiveness,
12(3), 136–155. https://doi.org/10.7441/joc.2020.03.08
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