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An empirical examination of Instagram as an s-commerce channel

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  • Salma Abed

Abstract

Purpose - The purpose of this paper is to review the literature and empirically examine a theory-based model in the context of social commerce (s-commerce). The study examined the popular photo-sharing platform “Instagram” to determine the value of s-commerce and its acceptance by customers. Design/methodology/approach - Using the unified theory of acceptance and use of technology (UTAUT) as the theoretical framework, the researcher examined the proposed research model and related hypotheses. A survey questionnaire of 441 Instagram users in Saudi Arabia was collected and analyzed using structural equation modeling. Findings - The results revealed that social influence and trust are the most significant factors affecting behavioral intention. In contrast, the effect of facilitating conditions on behavioral intention was found to be not significant. Originality/value - Very limited empirical research has been conducted in the context of s-commerce in the Arab region generally and in Saudi Arabia specifically. The findings of the present study will provide guidance that could be put into action for marketers and professionals in Saudi Arabia.

Suggested Citation

  • Salma Abed, 2018. "An empirical examination of Instagram as an s-commerce channel," Journal of Advances in Management Research, Emerald Group Publishing Limited, vol. 15(2), pages 146-160, April.
    • Handle: RePEc:eme:jamrpp:jamr-05-2017-0057
    DOI: 10.1108/JAMR-05-2017-0057
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    Cited by:

    1. Salma S. Abed & Rotana S. Alkadi, 2024. "Sustainable Development through Fintech: Understanding the Adoption of Buy Now Pay Later (BNPL) Applications by Generation Z in Saudi Arabia," Sustainability, MDPI, vol. 16(15), pages 1-19, July.

    More about this item

    Keywords

    UTAUT; Trust; Instagram; S-commerce;
    All these keywords.

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