Enhancing purchase intention through social media brand community: the roles of social presence, interactivity, and peer motivation.
Chun-Ming ChangWen-Hui ChengPublished in: ICEC (2016)
Keyphrases
- social media
- purchase intention
- social presence
- virtual communities
- social interaction
- online communities
- online shopping
- learning community
- positive effects
- instant messaging
- social networks
- product quality
- social learning
- computer mediated
- collaborative learning
- computer mediated communication
- online learning
- distance learning
- e learning
- significantly higher
- social networking
- discussion forums
- online stores
- online social networks
- user generated content
- case study
- knowledge sharing
- communication tools
- learning outcomes
- learning experience
- social networking sites
- survey data
- statistically significant