Social commerce constructs and consumer’s intention to buy (10/20)

This 2014 article drills down how shoppers use social commerce to create online content, have interactions with other consumers, and of course, to purchase items. According to the authors, all of these actions can lead to an increased level of trust and intention to buy among consumers. Trust and intention to buy will create customer narratives that often mirror brand narratives.

Photo by William Iven on Unsplash

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