Modeling the influence of online communities and social commerce

Abstract

Purpose

This paper aims to explain how Web 2.0, social connectedness online, has created incredible new business options. This research’s primary goal is to help businesses use these resources more effectively and perform better.

Design/methodology/approach

Variance-based structural equation modeling with the ADANCO program was used to examine the data. ADANCO software is used explicitly for variance-based structural equation modeling. To evaluate research models and test hypotheses, partial least square path modeling is used.

Findings

Theories encompassing social support and related approaches to “word of mouth” online, electronic purchasing and virtual communities mediated by technological platforms are the foundational frameworks for this research piece. It then produces a statistical model that enables users to predict how social commerce (s-commerce) building blocks, including forums, communities, ratings and reviews and recommendations, assist businesses in introducing innovative strategies to win in the digital markets. The results necessarily focus on trust, an essential component of e-commerce. Reciprocally, the study reverses engineer’s trust through the constructs of this moment mentioned.

Research limitations/implications

The present study describes the scope of empirical testing and validation of this framework and assists practitioners in further strengthening s-commerce strategy, an emerging and essential platform in the e-commerce industry.

Originality/value

Research highlights the dearth of current analysis in such conceptual domains while generating novel research insights aimed at e-commerce and digital business. From the viewpoint of potential and recurring customers who interact with online communities and product offerings, the study captures the essence of human interactions, often known as trade relationships, online.

Citation

Patwa, N., Gupta, M. and Mittal, A. (2024), "Modeling the influence of online communities and social commerce", Global Knowledge, Memory and Communication, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/GKMC-01-2023-0014