Triple effect of social commerce attributes, support and relationship

Recent social commerce research has focused on how social media attributes affect purchase intention, rather than how social media users create supportive relationships. We examine how social media qualities affect users' affective moods after a supportive brand page relationship. Two competing hypotheses based on social cognitive theory (SCT) and the theory of planned behaviour are evaluated to see if social commerce qualities in social media might boost. Purposeful sampling used survey questionnaires. Instagrammers gave 324 valid responses. A structural equation model reveals that social commerce attribute endorsement significantly contributes. Social commerce qualities greatly impact relationship quality, social support, and social shopping intention. Social support influences quality and intention, while relationship quality increases buying intention. The authors illustrate that social commerce improves user behaviour and supporting relationships by combining the two notions. Social commerce characteristics and social shopping intention (SHOP) were likely mediated by social support and connection quality. Effective social media use promotes user engagement and encourages social media shopping, a critical managerial outcome.