User engagement in social network platforms
What key strategic factors determine online consumer purchase behaviour
Bibliographic Data
| ID | 15066697 |
|---|---|
| Authors | Pejman Ebrahimi (0000-0003-0125-3707, Doctoral School of Economic and Regional Sciences, Hungarian University of Agriculture and Life Sciences(MATE), Gödöllő, Hungary, corresponding author), Datis Khajeheian (0000-0001-9913-3732, University of Tehran), Mohammad Soleimani (0000-0001-8785-4487, Payame Noor University), Abbas Gholampour (0000-0002-5720-4544, Department of Management, Rasht Branch, Islamic Azad University, Rasht, Iran), Maria Fekete-Farkas (0000-0002-6058-009X, Institute of Agricultural and Food Economics, Hungarian University of Agriculture and Life Sciences (MATE), Gödöllő, Hungary) |
| Year | 2023 |
| Volume | 36 |
| Issue | 1 |
| Publication date | 2023-03-31 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Economic Research-Ekonomska Istraživanja (JOURNAL) |
| Journal identifiers | ISSN: 1331-677X • E-ISSN: 1848-9664 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/1331677x.2022.2106264 |
| OpenAlex | W4292065381 |
| Language | EN |
| Citations received | 1 |
| References cited | 124 |
Social network platforms as ubiquitous media in our today lives are the venue of many everyday activities including purchasing products and services. This study set out to explore key strategic factors of online consumer purchase behavior in social network platforms. ISM methodology is used for comparing the variables that are extracted from the Delphi technique and confirmed by the experts. To collect the data, a questionnaire was developed and distributed among a limited sample of experts in microeconomics, social networks marketing and consumer purchase behavior to compare twelve factors. The findings revealed that ‘Consumer engagement’, ‘Consumer’s value perception’ and ‘Perceived risk’ are placed at the level I. Thus, they would be positioned at the top of the ISM model. Meanwhile, findings show that ‘Trust’, ‘Social influence’, ‘Social support’ and ‘Value co-creation’ are the most important strategic variables of research. Thereafter, all linkage variables are strategic variables. This, in terms of MICMAC analysis, means such variables are significant and are worth the investment in the future based on the cross-impact analysis. The results of this study can be used for platform businesses to deepen the user engagement level and to lead the customers to purchase decision. Also future researchers can use the findings of this research to propose new models of user engagement in social network platforms or to investigate the relationship among the identified factors
Advertising · Business · Computer security · Internet privacy · Social media · User engagement · World Wide Web · Computer Science · Digital Marketing and Social Media · Sharing Economy and Platforms · Technology Adoption and User Behaviour · Marketing
Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention
Development of a scale to measure the perceived benefits and risks of online shopping
Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology
The impact of innovation and gratification on authentic experience, subjective well-being, and behavioral intention in tourism virtual reality
Uncovering the micro-foundations of knowledge sharing in open innovation partnerships
Enablers of halal food purchase among Muslim consumers in an emerging economy
Value co-creation and purchase intention in social network sites
The role of social support on relationship quality and social commerce
Brand Love Impact on the Social Media and Stages of Brand Loyalty
A SEM-NCA Approach towards Social Networks Marketing
Applying Interpretive Structural Modeling to the Planning of a Sequence of Marketing Strategies
Drivers of farmers’ intention to adopt technological innovations in Italy
Social Media
Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM
A study of normative and informational social influences upon individual judgment
| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2025 - 2025 (1) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 1 |