Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors

Consumers increasingly interact with multimedia posts shared by peers on social media (SM) platforms. Drawing upon service-dominant logic (SDL) and the information adoption model (IAM), we examine the relationship between Consumer-to-Consumer’s (C2C) social media interactions (SMIs, Facebook and Ins...

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Published inJournal of business research Vol. 142; pp. 100 - 112
Main Authors Onofrei, George, Filieri, Raffaele, Kennedy, Lorraine
Format Journal Article
LanguageEnglish
Published Elsevier Inc 01.03.2022
Subjects
Behavioural engagement
Information adoption model
Purchase intention
Social media
Social media interactions
Value co-creation
Behavioural engagement
Social media interactions
Value co-creation
Purchase intention
Social media
Information adoption model
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Abstract Consumers increasingly interact with multimedia posts shared by peers on social media (SM) platforms. Drawing upon service-dominant logic (SDL) and the information adoption model (IAM), we examine the relationship between Consumer-to-Consumer’s (C2C) social media interactions (SMIs, Facebook and Instagram) and consumers’ intention (i.e., purchase intention) and behaviour (i.e., behavioural engagement (BE), liking, sharing, commenting), considering the mediating role of source (i.e., source homophily, credibility) and content factors (i.e., content quality). The results indicate that SMIs influence perceived source credibility, source homophily, content quality, and consumers’ purchase intention. Furthermore, source credibility and homophily predict BE and partially mediate the relationship between SMI and BE, whereas both homophily and post quality partially mediate the relationship between SMI and purchase intention. This study integrates SDL, the IAM, and source homophily, showing their application to C2C social media conversations, contributing to both theory and practice.
AbstractList Consumers increasingly interact with multimedia posts shared by peers on social media (SM) platforms. Drawing upon service-dominant logic (SDL) and the information adoption model (IAM), we examine the relationship between Consumer-to-Consumer’s (C2C) social media interactions (SMIs, Facebook and Instagram) and consumers’ intention (i.e., purchase intention) and behaviour (i.e., behavioural engagement (BE), liking, sharing, commenting), considering the mediating role of source (i.e., source homophily, credibility) and content factors (i.e., content quality). The results indicate that SMIs influence perceived source credibility, source homophily, content quality, and consumers’ purchase intention. Furthermore, source credibility and homophily predict BE and partially mediate the relationship between SMI and BE, whereas both homophily and post quality partially mediate the relationship between SMI and purchase intention. This study integrates SDL, the IAM, and source homophily, showing their application to C2C social media conversations, contributing to both theory and practice.
Author Onofrei, George
Kennedy, Lorraine
Filieri, Raffaele
Author_xml – sequence: 1
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  orcidid: 0000-0003-3508-370X
  surname: Onofrei
  fullname: Onofrei, George
  email: george.onofrei@lyit.ie
  organization: Faculty of Business, Letterkenny Institute of Technology, Port Road, Letterkenny, Ireland
– sequence: 2
  givenname: Raffaele
  orcidid: 0000-0002-3534-8547
  surname: Filieri
  fullname: Filieri, Raffaele
  email: raffaele.filieri@audencia.com
  organization: Audencia Business School, Department of Marketing, 8 Route de la Jonelière, 44312 Nantes, France
– sequence: 3
  givenname: Lorraine
  surname: Kennedy
  fullname: Kennedy, Lorraine
  organization: Faculty of Business, Letterkenny Institute of Technology, Port Road, Letterkenny, Ireland
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Keywords Behavioural engagement
Social media interactions
Value co-creation
Purchase intention
Social media
Information adoption model
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Snippet Consumers increasingly interact with multimedia posts shared by peers on social media (SM) platforms. Drawing upon service-dominant logic (SDL) and the...
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SubjectTerms Behavioural engagement
Information adoption model
Purchase intention
Social media
Social media interactions
Value co-creation
Title Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors
URI https://dx.doi.org/10.1016/j.jbusres.2021.12.031
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