From business-to-consumer interactions to brand equity: driving social commerce purchase intentions

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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Bibliographic Details
Main Authors: Johakim Katekele John, Jerum William Kilumile, Robert Makorere, Samuel Hudson Mrisha, Merry Nyagawa, Mohammed Miraji Hussein
Format: Article
Language:English
Published: Taylor & Francis Group 2025-12-01
Series:Cogent Business & Management
Subjects:
B2C interaction
consumer behaviour
loyalty
brand equity
purchase intention
Marketing
Online Access:https://www.tandfonline.com/doi/10.1080/23311975.2025.2494064
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