IDEAS home Printed from https://ideas.repec.org/a/eur/ejesjr/176.html
   My bibliography  Save this article

Instagram, Facebook or Twitter: Which Engages Best? A Comparative Study of Consumer Brand Engagement and Social Commerce Purchase Intention

Author

Listed:
  • Ä°brahim Kırcova

    (Yıldız Technical University)

  • Yaman Yılmaz
  • Åžirin Gizem Köse

Abstract

Social media networks compete with each other, and they make an effort to increase their number of users while at the same time trying to create engagement. That is because a social media brand with high engagement creates high commitment and that leads to satisfying its business partners. This also increases the social commerce through that social media brand. Social commerce is defined as the commercial activities through social media channels, and it is a subdimension of online commerce. The new realities increased the interest towards social commerce through social networks and made it valuable to explore for both practical and academic environments. This study aims to investigate social media engagement regarding social media networks and explore the relationship between social media engagement and social commerce purchase intention. In the light of these objectives, a survey was conducted to collect the data and shared through social media networks. Hypotheses in the research were analyzed by using independent samples t-test, one-way ANOVA, Pearson correlation, and multiple regressions. Results showed social media networks differ according to consumer brand engagement. Also, consumer brand engagement differs according to age, education level, and income level. Another result proves that consumer brand engagement differs according to social media usage frequency and time spent using social media. Furthermore, social commerce purchase intention differs according to the social media networks. Finally, the study found that there is a positive relationship between consumer brand engagement and social commerce purchase intention.

Suggested Citation

  • Ä°brahim Kırcova & Yaman Yılmaz & Åžirin Gizem Köse, 2021. "Instagram, Facebook or Twitter: Which Engages Best? A Comparative Study of Consumer Brand Engagement and Social Commerce Purchase Intention," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 4, January -.
    • Handle: RePEc:eur:ejesjr:176
    DOI: 10.26417/ejes.v10i1.p279-289
    as

    Download full text from publisher

    File URL: https://revistia.com/index.php/ejes/article/view/2645
    Download Restriction: no
    File URL: https://revistia.com/files/articles/ejes_v4_i1_18/Kircova.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.26417/ejes.v10i1.p279-289?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Ranjit Dwivedi, 1999. "Displacement, Risks and Resistance: Local Perceptions and Actions in the Sardar Sarovar," Development and Change, International Institute of Social Studies, vol. 30(1), pages 43-78, January.
    2. Hateem al Khuja & Björkqvist Kaj, 2021. "Attitudes towards People and Things from Other Cultures (APTOC): Development of a Scale that Measures Intercultural Competence of Syrians Who Reside in Germany," European Journal of Social Sciences Education and Research Articles, Revistia Research and Publishing, vol. 9, July - Se.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bidhan Kanti Das & Nabanita Guha, 2016. "How do Women Respond in the Context of Acquisition of Agricultural Land? A Micro Level Study in Semi-urban South Bengal, India," Indian Journal of Human Development, , vol. 10(2), pages 253-269, August.
    2. Reddy, A Amarender, 2018. "(2018) Involuntary Resettlement as an Opportunity for Development: The Case of Urban Resettlers of the New Tehri Town, Journal of Land and Rural Studies 6(2) 1–25," AgriXiv szu6a, Center for Open Science.
    3. Ertör-Akyazı, Pınar & Adaman, Fikret & Özkaynak, Begüm & Zenginobuz, Ünal, 2012. "Citizens’ preferences on nuclear and renewable energy sources: Evidence from Turkey," Energy Policy, Elsevier, vol. 47(C), pages 309-320.
    4. Andrea Schapper & Christine Unrau & Sarah Killoh, 2020. "Social mobilization against large hydroelectric dams: A comparison of Ethiopia, Brazil, and Panama," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(2), pages 413-423, March.
    5. Chattopadhyay, Sutapa, 2011. "Socio-economic transformations of Sardar Sarovar project-affected indigenous populations and post-colonial development state," MERIT Working Papers 2011-072, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
    6. Anshelm, Jonas & Simon, Haikola, 2016. "Power production and environmental opinions – Environmentally motivated resistance to wind power in Sweden," Renewable and Sustainable Energy Reviews, Elsevier, vol. 57(C), pages 1545-1555.
    7. Alice Nikuze & Richard Sliuzas & Johannes Flacke, 2020. "From Closed to Claimed Spaces for Participation: Contestation in Urban Redevelopment Induced-Displacements and Resettlement in Kigali, Rwanda," Land, MDPI, vol. 9(7), pages 1-19, July.
    8. Alessandro Conticini & David Hulme, 2006. "Escaping Violence, Seeking Freedom: Why Children In Bangladesh Migrate To The Street," Economics Series Working Papers GPRG-WPS-047, University of Oxford, Department of Economics.
    9. Pinar Ertor Akyazi & Fikret Adaman & Begum Ozkaynak & Unal Zenginobuz, 2012. "Citizens’ Preferences over Nuclear and Renewable Energy Sources: Evidence from Turkey," Working Papers 2012/01, Bogazici University, Department of Economics.
    10. Luxion, Mona, 2017. "Nation-building, industrialisation, and spectacle: Political functions of Gujarat’s Narmada pipeline project," SocArXiv ewa8b, Center for Open Science.
    11. Mayuri Sengupta, 2015. "Migrant Narratives in State-led Development," Journal of South Asian Development, , vol. 10(1), pages 73-95, April.
    12. Kim, Yoon-jung & Yang, Hee Jin, 2023. "Rethinking Cheonggye Stream Restoration Project: Is urban greening strategy socially inclusive?," Land Use Policy, Elsevier, vol. 131(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eur:ejesjr:176. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Revistia Research and Publishing (email available below). General contact details of provider: https://revistia.com/index.php/ejes .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.