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Social proof in social media shopping: an experimental design research

Abdul Talib, Yurita Yakimin and Mat Saat, Rafeah (2017) Social proof in social media shopping: an experimental design research. In: 17th Annual Conference of the Asian Academic Accounting Association (2016 FourA Conference), 20-22 November 2016, Kuching, Sarawak.

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The practices of social proof techniques to attract consumers to shop on social media have proliferated over time and been used extensively. The reviewed literature uncovers that social community recommendation, customers’ ratings and reviews, celebrity’s endorser and numbers of likes, affect consumers’ purchasing decisions. However, the effect of different types of social proof techniques on purchasing intention is unknown.This study empirically compares the effect of number of followers, celebrity endorser and social community recommendation on consumers’ purchasing intention.An experiment has been conducted and the results reveal that the consumers’ purchasing intention differs between groups.Further analysis discovers that the impact on consumers’ purchasing intention is different between high number of followers and low number of followers, and between having social community recommendation and not having social community recommendation.Though, the impact of these two techniques is equal wherein no technique is superior to other.In order to gain purchasing engagement and boost online sales, online businesses on social media are encouraged to use the power of social proof technique, either by increasing the number of followers or providing more social community recommendations.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Published in SHS Web of Conferences 34, 02005 (2017) Organized by: Institute for Strategic and Sustainable Accounting Development (ISSAD), Tunku Puteri Intan Safinaz School of Accountancy (TISSA), Universiti Utara Malaysia (UUM)
Subjects: H Social Sciences > HF Commerce
T Technology > T Technology (General)
Divisions: Tunku Puteri Intan Safinaz School of Accountancy (TISSA)
Depositing User: Dr. Yurita Yakimin Abdul Talib
Date Deposited: 22 Feb 2017 08:40
Last Modified: 22 Feb 2017 08:40

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