Follower's quality factor in social commerce

Abstract

Social commerce (SC) is about consumers shopping online and sharing their experience through social networking platform. The consumers are involved in transactional activities through online platforms using their network equipment such as mobile and laptop devices. SC is an extension of e-commerce platform where its success mostly depend on social factors that can influence consumers purchase intention. These factors include review and rating, recommendations and referrals, feedback, trust, forum and communities, communication, word of mouth, and follower. Followership in SC is one of the important factors in influencing purchase intention. However, less attention has been given in understanding the role of follower in SC. Therefore, the follower's factors whether for support or non-support follower has been identified in this paper such as self-presentation, social interaction, self-confidence, self-expressive and sharing brand content. The identification of these factors would result in a better management of followership in SC.