Loading...
Paper Type
ERF
Description
Social commerce is a rapidly emerging phenomenon involving commercial interactions and transactions through social media. Notwithstanding its global diffusion, social commerce remains ill-understood, particularly in the Arab context. Consequently, this study presents a multifocal framework exploring factors impacting user engagement in social commerce in Qatar. The framework encompasses technological, social media, and sociocultural characteristics, resulting in a holistic conceptual model for assessing user engagement and purchase intention. Through empirical quantitative data collection and analysis, the study aims to contribute to the nascent theoretical foundations of social commerce, particularly by integrating and validating a range of social media and sociocultural factors. There is also a strong potential for practical contributions in promoting inclusivity and democratization through social commerce.
Paper Number
1532
Recommended Citation
Vatanasakdakul, Savanid; Aoun, Chadi; and Hubail, Fatema M., "Social Commerce in Qatar: A Holistic Framework for Modeling Engagement" (2023). AMCIS 2023 Proceedings. 12.
https://aisel.aisnet.org/amcis2023/conf_theme/conf_theme/12
Social Commerce in Qatar: A Holistic Framework for Modeling Engagement
Social commerce is a rapidly emerging phenomenon involving commercial interactions and transactions through social media. Notwithstanding its global diffusion, social commerce remains ill-understood, particularly in the Arab context. Consequently, this study presents a multifocal framework exploring factors impacting user engagement in social commerce in Qatar. The framework encompasses technological, social media, and sociocultural characteristics, resulting in a holistic conceptual model for assessing user engagement and purchase intention. Through empirical quantitative data collection and analysis, the study aims to contribute to the nascent theoretical foundations of social commerce, particularly by integrating and validating a range of social media and sociocultural factors. There is also a strong potential for practical contributions in promoting inclusivity and democratization through social commerce.
When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.
Comments
Conference Theme