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Digital Transformation

Digital Transformation

How image quality and style of reviews impact purchase behavior in social commerce?

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Research
Digital Transformation, Innovation Management, Marketing, Sales and Communication

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How image quality and style of reviews impact purchase behavior in social commerce?

Image quality and type of review framing significantly influence purchase intentions on social commerce platforms. High-quality images and personal experience-based reviews enhance mental imagery vividness, leading to increased cognitive and affective social presence. Consequently, consumers are more likely to make a purchase. This research provides valuable insights for businesses to optimize their social commerce strategies by leveraging visual appeal and authentic customer experiences.

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Mots clés

Digital marketing, Social Media

Auteur.e(s)

VAZQUEZ Erik Ernesto
Professeur de Digital Business et Analytics
EMLV

Institution(s)

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Master Thesis
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Digital Transformation

Innovation Management

Marketing, Sales and Communication

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