Investigating the Impact of Emotional Contagion on Customer Attitude, Trust and Brand Engagement: A Social Commerce Perspective

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2022-09-14 DOI:10.7903/ijecs.2049

V. Moorthy, Prabha Kiran, Jayanta Banerjee, Krishna Kishore S V

引用次数: 0

Abstract

Social Commerce networks are a powerful platform for spreading positive and negative emotional contagion, which is affecting users from different perspectives, i.e., psychology, attitude, buying decision. Emotional contagion is the phenomenon of having a person's emotions and behaviours directly trigger similar emotions or behaviour in other people. This research proposes a model to analyze the factors influencing emotional contagion that, in turn, impact consumer's attitudes, trust, and brand engagement. This study used a survey approach using a structured questionnaire. Primary data was collected from 174 social media users who shop online. The proposed model was tested using multiple regression analysis. The results demonstrated that effective content, visual or text, triggers customers' emotional contagion, influencing customer attitude and trust leading to brand engagement. The research study's findings can be used for deciding on content strategies of advertisements pertaining to social commerce.

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情感传染对顾客态度、信任和品牌参与的影响：社会商务视角

社交商务网络是传播积极和消极情绪传染的强大平台，它从不同的角度影响着用户，即心理、态度、购买决策。情绪传染是一个人的情绪和行为直接引发他人类似情绪或行为的现象。本研究提出了一个模型来分析影响情绪传染的因素，这些因素反过来影响消费者的态度、信任和品牌参与度。本研究采用结构化问卷调查法。主要数据来自174名在线购物的社交媒体用户。使用多元回归分析对所提出的模型进行了测试。结果表明，有效的内容，无论是视觉还是文本，都会引发客户的情绪传染，影响客户的态度和信任，从而导致品牌参与。研究结果可用于决定与社交商业相关的广告内容策略。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.