How Attachment and Community Identification Affect User Stickiness in Social Commerce: A Consumer Engagement Experience Perspective

Social commerce (s-commerce) is a rapidly developing form of e-commerce powered by social media influencers (SMIs). It can create valuable opportunities for retailers. In light this growing trend, study explores the influence consumers’ engagement experiences (social support and presence) on community identification attachment to SMIs, along with their impact stickiness in s-commerce context. We explore through presence theory. The survey data from 411 users via an online questionnaire were analyzed empirically PLS-SEM approach. results indicated that have significantly positive impacts SMIs identification, respectively. This increases users’ s-commerce. enriches our understanding user assist vendors marketing strategies cultivating sustained relationships users.