The impact of social media celebrities' posts and contextual interactions on impulse buying in social commerce
The impact of social media celebrities' posts and contextual interactions on impulse buying in social commerce
Abaid Ullah Zafar,Jiangnan Qiu,2 Auteurs,M. Shahzad
2021 · DOI: 10.1016/j.chb.2019.106178
Computers in Human Behavior · 323 citaten
TLDR
The findings revealed that proposed constructs significantly influence the urge to buy impulsively and moderation effects of celebrities’ authenticity are insignificant, which moderates all relationships except negative sentiments.