... and interaction effects on information behaviors. Social capital Information behavior Purchase intention Social commerce Short video has become the popular form of information sharing in social media because of its capability to rapidly convey abundant contents through a combination of auditory...

... reduction theory to the context of social commerce. Second, the authors' research explores the boundary condition under which perceived information transparency varies by identifying cultural tightness as the moderator of the relationship between perceived information transparency and uncertainty. Third...

...Junjie Lv; Ruyu Yang; Jianye Yu; Wenjing Yao; Yuanzhuo Wang Purpose Influencer marketing mediated by social media is prevalent in social commerce. Micro-, meso- and macro-influencers all play an irreplaceable role in marketing. The purpose of this paper is to explore how companies with limited...

...Peng Zhu; Zixi Liu; Xiaotong Li; Xu Jiang; Mark Xuefang Zhu Purpose Livestreaming, as a relatively new online marketing model, has generated numerous business opportunities for e-commerce and social commerce. The purpose of this paper is to investigate to what degree livestreaming content impacts...

...Wangyue Zhou; Jincai Dong; Wenyu Zhang Purpose Interpersonal interaction can influence consumers’ purchase intention in social commerce (s-commerce). This paper aims to identify interpersonal interaction factors as well as the mediating effect of relationship quality between interpersonal...

...Xiayu Chen; Jiawen Wang; Shaobo Wei Purpose The success of social commerce depends on the actual transactions of consumers, which will be prevented in the presence of high uncertainty. However, attention paid to the uncertainty reduction strategies in social commerce is limited, especially from...

... at: yuanlynn@stu.hit.edu.cn 16 12 2021 25 03 2022 21 05 2022 24 05 2022 © Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Short video marketing In-feed advertising KOL endorsement Social commerce TikTok (Douyin) Douyin marketing...

...Jun Fan; Wangyue Zhou; Xue Yang; Boying Li; Ying Xiang Purpose Swift guanxi and trust can influence consumers’ decision making in social commerce. What factors will influence the formation of swift guanxi and trust between buyers and sellers in social commerce has not been clearly investigated...

... sharing intention. Xue Yang can be contacted at: yangxue@zufe.edu.cn 03 04 2018 19 07 2018 22 09 2018 11 10 2018 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only eWOM Trust Social commerce Perceived social distance...

...Si Shi; Wing S. Chow Purpose – The purpose of this paper is to investigate the nature of social commerce trust, and how it impacts company trust and electronic word of mouth (eWOM) intention based on trust transfer theory. The authors also examine how customers’ prior transaction experience could...