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Passion at first sight: how to engage users in social commerce contexts

Author

Listed:
  • Carolina Herrando

    (University of Zaragoza)

  • Julio Jiménez-Martínez

    (University of Zaragoza)

  • María José Martín-De Hoyos

    (University of Zaragoza)

Abstract

This study analyzes the role of passion in engaging users and how it affects participation in social commerce contexts. Based on extant marketing research, the engagement-generation process is studied in three stages: cognitive (social presence and interactivity), affective (enjoyment and sPassion) and behavioral (spread of sWOM). The results empirically confirm that the cognitive experience and emotional feelings derived from the process boost user participation. At the core of the process, sPassion positively affects the spread of sWOM. Introduction of the new concept sPassion brings new challenges and opportunities to marketing research, helping to develop the concept of engagement and furthering research on WOM valence. Knowing how sPassion is formed and what factors are key to its creation will enable companies to understand the necessary steps to enhance user participation in social commerce contexts.

Suggested Citation

  • Carolina Herrando & Julio Jiménez-Martínez & María José Martín-De Hoyos, 2017. "Passion at first sight: how to engage users in social commerce contexts," Electronic Commerce Research, Springer, vol. 17(4), pages 701-720, December.
    • Handle: RePEc:spr:elcore:v:17:y:2017:i:4:d:10.1007_s10660-016-9251-6
    DOI: 10.1007/s10660-016-9251-6
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    Cited by:

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    2. Martin P. Fritze & Andreas B. Eisingerich & Martin Benkenstein, 2019. "Digital transformation and possession attachment: examining the endowment effect for consumers’ relationships with hedonic and utilitarian digital service technologies," Electronic Commerce Research, Springer, vol. 19(2), pages 311-337, June.
    3. Miao Li & Ying Hua & Junxuan Zhu, 2021. "From Interactivity to Brand Preference: The Role of Social Comparison and Perceived Value in a Virtual Brand Community," Sustainability, MDPI, vol. 13(2), pages 1-17, January.
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    5. Gilal Faheem Gul & Gilal Naeem Gul & Gilal Rukhsana Gul & Gong Zhenxing & Gilal Waseem Gul & Tunio Muhammad Nawaz, 2021. "The Ties That Bind: Do Brand Attachment and Brand Passion Translate Into Consumer Purchase Intention?," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 29(1), pages 14-38, March.
    6. Wongkitrungrueng, Apiradee & Assarut, Nuttapol, 2020. "The role of live streaming in building consumer trust and engagement with social commerce sellers," Journal of Business Research, Elsevier, vol. 117(C), pages 543-556.
    7. Esther Calderón-Monge & José M. Ramírez-Hurtado, 2022. "Measuring the consumer engagement related to social media: the case of franchising," Electronic Commerce Research, Springer, vol. 22(4), pages 1249-1274, December.
    8. Busalim, Abdelsalam H. & Ghabban, Fahad & Hussin, Ab Razak Che, 2021. "Customer engagement behaviour on social commerce platforms: An empirical study," Technology in Society, Elsevier, vol. 64(C).
    9. Maduku, Daniel K. & Mpinganjira, Mercy & Rana, Nripendra P. & Thusi, Philile & Ledikwe, Aobakwe & Mkhize, Njabulo Happy-boy, 2023. "Assessing customer passion, commitment, and word-of-mouth intentions in digital assistant usage: The moderating role of technology anxiety," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    10. Wong, Amy, 2023. "How social capital builds online brand advocacy in luxury social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
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    12. Xusen Cheng & Yu Gu & Jian Mou, 2020. "Interpersonal relationship building in social commerce communities: considering both swift guanxi and relationship commitment," Electronic Commerce Research, Springer, vol. 20(1), pages 53-80, March.

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