Paper Example on Constructing Trust: Investigating the Role of Social Support in C2C Social Commerce

In recent years there has been a tremendous increase in the use of social media for commercial purposes. This is what has come to be known as C2C or consumer to consumer social commerce. The primary purpose of this research paper is to determine the manner in which social support and social media construct trust in C2C. The chosen social media platform for this research is Instagram, and the main focus is between individual persons rather than a business entity and a customer.

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How social support and social media constructs affect trust in C2C S-Commerce?

Social support and social media affect trust in C2C through the empowerment of customers. Customers can be empowered in various ways, which may include referrals and recommendations(Hajli, 2015). Other than that, this empowerment can as well be done through virtual reviews, virtual groups, and ratings.

How trust influence S-Commerce intentions?

Like in any other business, trust has a significant influence on S-Commerce. In S-Commerce, trust influences purchase intention on the internet. It is crucial to develop a model of trust intention while conducting S-Commerce(Hajli, 2014). This can be done by analyzing the paths of antecedents and empirical data that influence a customer's purchase intention.

What is the cost of running a C2C on Instagram?

In 2016, Instagram launched business profiles from leaks and rumors. Running a business profile on Instagram is absolutely free(Wagner Mainardes et al., 2019). This, therefore, helps to eliminate some risks.

What is the likelihood of getting a customer when using Instagram business profile?

Recently, Instagram hit its 1 billion active users throughout the world(Liang et al., 2011). This, therefore, proves that it is quite easy to get potential customers when using the platform for business.

Why choose Instagram over other social platforms?

Instagram has a stories section that is interactive(Zhao et al., 2019). The stories section plays a significant part as it makes users keep coming back to the business profile.

References

Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International Journal Of Information Management, 35(2), 183-191. https://doi.org/10.1016/j.ijinfomgt.2014.12.005

Wagner Mainardes, E., de Almeida, C., & de-Oliveira, M. (2019). e-Commerce: an analysis of the factors that antecede purchase intentions in an emerging market. Journal Of International Consumer Marketing, 31(5), 447-468. https://doi.org/10.1080/08961530.2019.1605643

Hajli, M. (2014). The role of social support on relationship quality and social commerce. Technological Forecasting And Social Change, 87, 17-27. https://doi.org/10.1016/j.techfore.2014.05.012

Liang, T., Ho, Y., Li, Y., & Turban, E. (2011). What Drives Social Commerce: The Role of Social Support and Relationship Quality. International Journal Of Electronic Commerce, 16(2), 69-90. https://doi.org/10.2753/jec1086-4415160204

Zhao, J., Huang, J., & Su, S. (2019). The effects of trust on consumers' continuous purchase intentions in C2C social commerce: A trust transfer perspective. Journal Of Retailing And Consumer Services, 50, 42-49. https://doi.org/10.1016/j.jretconser.2019.04.014