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Drivers of social commerce usage: a multi-group analysis comparing Facebook and Instagram

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  • Iván Ventre
  • Alejandro Mollá-Descals
  • Marta Frasquet

Abstract

Social media are increasingly used as platforms to not only socialise but also to shop for products and services. Social commerce is the new trend in e-commerce that leverages the enhanced consumer-to-consumer interactions to support shopping processes. Based on the concept of social commerce constructs suggested by Nick Hajli, this article investigates the role of social commerce constructs, emotional and informative support, and trust as drivers of social commerce intention. We apply multi-group analysis to validate the drivers of social commerce for two of the most relevant social media platforms: Facebook and Instagram. Based on a sample of 800 social commerce users, our findings reveal that social commerce constructs are strong drivers of social commerce intention for both social media platforms; however, there are differences between the two as Facebook seems to generate higher emotional support and trust than Instagram.

Suggested Citation

  • Iván Ventre & Alejandro Mollá-Descals & Marta Frasquet, 2021. "Drivers of social commerce usage: a multi-group analysis comparing Facebook and Instagram," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 34(1), pages 570-589, January.
    • Handle: RePEc:taf:reroxx:v:34:y:2021:i:1:p:570-589
    DOI: 10.1080/1331677X.2020.1799233
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    Cited by:

    1. Malik Ishtiaq Ahmed & Raza Muhammad Ali & Hadi Noor Ul & Khan Mahwish J. & Hameed Farhina, 2023. "Social commerce constructs and purchase intention on social commerce sites: investigating the role of affective and cognitive attitudes in managing digital marketing challenges," Management & Marketing, Sciendo, vol. 18(s1), pages 474-495, December.

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