Factors Influencing Customer Engagement in Social Commerce Websites: A Systematic Literature Review
- Autores: Abdelsalam H. Busalim, Ab Razak Che Hussin, Noorminshah A. Iahad
- Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 14, Nº. 2, 2019, págs. 1-14
- Idioma: inglés
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Resumen
The evolution of social commerce (s-commerce) has changed both businesses and customers. Therefore, understanding customer engagement behaviour in the s-commerce context has become a key competitive advantage for companies that aim to build a customer-centric business. The purpose of this study is to provide an in-depth review of customer engagement studies in the context of s-commerce. This study used a systematic literature review approach on customer engagement studies in the context of s-commerce. The results show that social theories and factors play a significant role in customer engagement along with technological factors. More importantly, drawn from the review results, a research framework was developed to show the factors that provide the greatest influence in customer engagement behavior.
