From business-to-consumer interactions to brand equity: driving social commerce purchase intentions
This study integrates the stimuli organism response (SOR) model with the consumer brand-based equity (CBBE) model to research the impact of B2C interaction on consumers’ retailer brand equity and its subsequent influence on purchase intention in social commerce platforms. The study employed a survey...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2494064 |
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| author | Johakim Katekele John Jerum William Kilumile Robert Makorere Samuel Hudson Mrisha Merry Nyagawa Mohammed Miraji Hussein |
| author_facet | Johakim Katekele John Jerum William Kilumile Robert Makorere Samuel Hudson Mrisha Merry Nyagawa Mohammed Miraji Hussein |
| author_sort | Johakim Katekele John |
| collection | DOAJ |
| description | This study integrates the stimuli organism response (SOR) model with the consumer brand-based equity (CBBE) model to research the impact of B2C interaction on consumers’ retailer brand equity and its subsequent influence on purchase intention in social commerce platforms. The study employed a survey design to collect data from 421 respondents with purchase experiences in social commerce platforms in Tanzania. The collected data were analysed by using partial least squares structural equation modelling (PLS-SEM). The results indicate that B2C interaction positively and significantly affects retailers’ brand awareness and image. Consequently, both retailer-brand awareness and image affect consumers’ loyalty to retailers. Besides, the established loyalty to retailers impacts consumers’ purchasing intention on social commerce platforms. While most studies explain consumer product brand equity, this study cross-fertilises the SOR model with the CBBE model to explain how social media interactions between retailers and consumers impact retailers’ brand equity, particularly brand awareness, image, and loyalty. It further explains the subsequent effect of loyalty on purchase intentions. |
| format | Article |
| id | doaj-art-c2c06498d5984e1ea618b7eaa1086e82 |
| institution | DOAJ |
| issn | 2331-1975 |
| language | English |
| publishDate | 2025-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj-art-c2c06498d5984e1ea618b7eaa1086e822025-08-20T03:13:54ZengTaylor & Francis GroupCogent Business & Management2331-19752025-12-0112110.1080/23311975.2025.2494064From business-to-consumer interactions to brand equity: driving social commerce purchase intentionsJohakim Katekele John0Jerum William Kilumile1Robert Makorere2Samuel Hudson Mrisha3Merry Nyagawa4Mohammed Miraji Hussein5Department of Marketing and Entrepreneurship, Mzumbe University, Mzumbe, TanzaniaDepartment of Marketing and Entrepreneurship, Mzumbe University, Mzumbe, TanzaniaDepartment of Marketing and Entrepreneurship, Mzumbe University, Mzumbe, TanzaniaDepartment of Marketing and Entrepreneurship, Mzumbe University, Mzumbe, TanzaniaDepartment of Marketing and Entrepreneurship, Mzumbe University, Mzumbe, TanzaniaDepartment of Marketing and Entrepreneurship, Mzumbe University, Mzumbe, TanzaniaThis study integrates the stimuli organism response (SOR) model with the consumer brand-based equity (CBBE) model to research the impact of B2C interaction on consumers’ retailer brand equity and its subsequent influence on purchase intention in social commerce platforms. The study employed a survey design to collect data from 421 respondents with purchase experiences in social commerce platforms in Tanzania. The collected data were analysed by using partial least squares structural equation modelling (PLS-SEM). The results indicate that B2C interaction positively and significantly affects retailers’ brand awareness and image. Consequently, both retailer-brand awareness and image affect consumers’ loyalty to retailers. Besides, the established loyalty to retailers impacts consumers’ purchasing intention on social commerce platforms. While most studies explain consumer product brand equity, this study cross-fertilises the SOR model with the CBBE model to explain how social media interactions between retailers and consumers impact retailers’ brand equity, particularly brand awareness, image, and loyalty. It further explains the subsequent effect of loyalty on purchase intentions.https://www.tandfonline.com/doi/10.1080/23311975.2025.2494064B2C interactionconsumer behaviourloyaltybrand equitypurchase intentionMarketing |
| spellingShingle | Johakim Katekele John Jerum William Kilumile Robert Makorere Samuel Hudson Mrisha Merry Nyagawa Mohammed Miraji Hussein From business-to-consumer interactions to brand equity: driving social commerce purchase intentions Cogent Business & Management B2C interaction consumer behaviour loyalty brand equity purchase intention Marketing |
| title | From business-to-consumer interactions to brand equity: driving social commerce purchase intentions |
| title_full | From business-to-consumer interactions to brand equity: driving social commerce purchase intentions |
| title_fullStr | From business-to-consumer interactions to brand equity: driving social commerce purchase intentions |
| title_full_unstemmed | From business-to-consumer interactions to brand equity: driving social commerce purchase intentions |
| title_short | From business-to-consumer interactions to brand equity: driving social commerce purchase intentions |
| title_sort | from business to consumer interactions to brand equity driving social commerce purchase intentions |
| topic | B2C interaction consumer behaviour loyalty brand equity purchase intention Marketing |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2025.2494064 |
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