The term Social Commerce (s-commerce) is used to describe an emerging trend where the seller and buyer are connected to the online social media networking. Customer loyalty is an important tool for developing future marketing business strategies in s-commerce field. Moreover, the effect of WOM on customer loyalty is also very important to the stability and sustainability of an s-commerce platform. While customer loyalty and WOM have been examined widely in different research contexts, the issue of customer loyalty in the context of s-commerce currently represents a gap in the literature. Therefore, the objective of this study is to identify the influence of WOM on customers’ loyalty to s-commerce websites. This research will gather survey data and applies structural equation modeling SEM to analyze the data. The findings will provide insights for s-commerce industries in developing strategies for improved implementation of s-commerce as well as the design of s-commerce sites.
Alhulail, Hilal; Dick, Martin; and Abareshi, Ahmad, "The Influence of Word-of-Mouth on Customer Loyalty to Social Commerce Websites" (2018). CONF-IRM 2018 Proceedings. 49.