Social commerce model for business outcomes: Validated structure–conduct–outcome framework using mixed methods design

Social commerce continues to grow as a channel for firms to engage with consumers. However, few studies have attempted to provide a comprehensive understanding of the role of customer engagement in generating business outcomes. We utilize a sequential mixed methods design and develop a model illustrating the mechanism through which social commerce generates business outcomes via customer engagement based on the structure–conduct–outcome (SCO) framework from the consumer perspective. We use a qualitative study to conceptualize and develop a contextualized structure, consumer conduct, and outcomes in the context of social commerce. We collected data from American consumers using three rounds of surveys and used quantitative analysis to validate our research. The results show that social ties and social media commitment increase brand community commitment, which is positively related to both social media brand recommendation and brand community interaction (two important types of customer engagement). Accordingly, consumers’ double adoption of social commerce leads to brand commitment, in turn affecting brand loyalty and word of mouth. Our study provides an enhanced understanding of customer engagement in social commerce by validating the SCO framework and integrating the dual model of environmental perception and double adoption. It delivers practical insights into how social commerce can be used as a strategic tool for gaining business benefits.