Customer engagement in social commerce

Social commerce (i.e., the activities involving promoting and selling products and services using social media) has gained significant traction in recent years. In collaboration with researchers and PhD students at the University of Newcastle, this project aims to answer two important questions. First, what are the drivers of active customer engagement (post and share content) in socials? Second, what are the factors that motivate customers to engage in impulse buying? When searching for the answers to these questions, the researchers are also investigating the factors conditioning (mediate and moderate) the research frameworks.