Exploring the role of social media in promoting healthy consumption
Zhao, Liang and Hu, Qilin and Alexopoulou, Peggy and Hajli, Nick (2024) Exploring the role of social media in promoting healthy consumption. Electronic Commerce Research and Applications, 67. 101441. ISSN 1567-4223 (https://doi.org/10.1016/j.elerap.2024.101441)
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Abstract
This research seeks to investigate how interactions on social media influence the collaborative creation of value in promoting healthy consumption. To gain a more profound understanding of the process of social media communication and its impact on generating shared value, we employed the Stimuli-Organism-Response (SOR) model to formulate our hypotheses. Our study drew upon a survey conducted across five countries and regions (Canada, Malaysia, Taiwan, the United Kingdom, and the United States). By utilising Structural Equation Modelling (SEM), we tested these hypotheses. The results of our research indicate that social media communication significantly enhances the quality of relationships within online communities, subsequently influencing the creation of value in the context of healthy consumption. The findings show individuals who maintain good relationships within their social media networks and believe they can obtain not only important information but also are more likely to share information about their own experiences regarding healthy consumption. We conclude the paper by discussing the theoretical and practical implications of our findings.
ORCID iDs
Zhao, Liang ORCID: https://orcid.org/0000-0001-8481-9926, Hu, Qilin, Alexopoulou, Peggy and Hajli, Nick;-
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Item type: Article ID code: 90529 Dates: DateEvent1 September 2024Published31 August 2024Published Online19 August 2024AcceptedSubjects: Social Sciences > Commerce > Marketing. Distribution of products Department: Strathclyde Business School > Hunter Centre for Entrepreneurship, Strategy and Innovation Depositing user: Pure Administrator Date deposited: 10 Sep 2024 11:12 Last modified: 08 Oct 2024 00:26 URI: https://strathprints.strath.ac.uk/id/eprint/90529