Unleashing social commerce: the power of persuasion knowledge on social commerce information sharing in positive brand behaviour

What is it about?

This study looks at how social commerce influences people's awareness of persuasion techniques and how that leads to positive brand behavioural outcomes. It uses theories about why people engage with content in social commerce platforms and how they recognise persuasion to better explain these relationships. The results show that social commerce, especially when the media content is rich and trustworthy, helps create positive, persuasive communication. This boosts people's awareness of persuasion techniques, which in turn leads to favourable brand-related behaviours. Specifically, the study found that when social commerce content is more trustworthy and media-rich, it has a stronger impact on people's awareness of persuasion. This helps with brand co-creation, promotes brand advocacy, and makes consumers less likely to switch brands.

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