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

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

25 vues

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.

Liens et ressources

Mots clés

consumer behavior, Digital marketing, image quality, online sales, reviews, social commerce, Social Media, social presence, vividness

Auteur.e(s)

VAZQUEZ Erik Ernesto
Professeur de Digital Business et Analytics
EMLV

Institution(s)

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