Doaa Herzallah

Purpose: There is an ongoing challenge to map the efficacy of e-retailing strategies in building both value co-creation opportunities for online customers and customer value for companies. Based on the service-dominant (S-D) logic, an integrative model is provided that connects the impact of convenience and personalisation strategies (CPSs) on an e-retailer's performance – by offering co-creation opportunities and customer engagement.Design/methodology/approach: The survey instrument is validated and the model is tested with data from active online customers using a novel methodology that blends artificial neural network (ANN) analysis with partial least squares (PLS) in both the measurement model and the path analysis.Findings: The findings robustly support the model and yield evidence of the contribution of CPSs in effective value propositions, the interface between the S-D logic and customer engagement, and the direct effect of customer engagement on tangible forms of value for companies.Originality/value: This study is the first scholarly effort to provide a comprehensive understanding of how and why CPSs can maximise customer value for the e-retailer, while simultaneously testing the customer value/engagement interface with a new blended ANN-PLS method.

The relevance of social networks in recent years has been demonstrated at the business level. However, selling through social networks and more specifically on Instagram constitutes an emerging field of knowledge. Instagram commerce is part of the new means of social commerce, in which various companies all over the world sell their products and services, and Instagram is the second most preferred social media platform globally. The aim of this research is twofold: on the one hand, to demonstrate the influence of social networks on the purchasing decisions of individuals by focusing more on Instagram commerce, and on the other hand, to analyze the factors that drive purchases in the context of the development of sales in social businesses, more specifically, on Instagram in Palestine. For this purpose, an experimental situation was developed in which users answered a survey after watching a video. From this survey, the present study obtained 200 valid responses. The research model is evaluated through structural equation modeling (SEM). Results reveal the huge impact of social networks on consumer purchase intention. In this sense, there are several factors that mediate the growth of sales in social commerce, particularly on Instagram. The research has important implications for the theory and practice of Instagram commerce.

Purpose: Throughout 2020, especially under the lockdown measures, there was a significant surge in e-commerce and social commerce (s-commerce), with numerous people all over the world adopting and using commerce platforms on social media and other websites to buy desired products and services quickly and easily. Instagram Commerce is a new, cutting-edge social commerce platform. This research aims to explore the positive influence of the measures adopted during summer 2020 on Spanish s-commerce users' urge to buy impulsively.Design/methodology/approach: Drawing on the stimulus–organism–response (S–O–R) theoretical framework, this study postulates and tests a model to help understand the behaviour of Spanish users towards social commerce, specifically Instagram Commerce. To accomplish this purpose, an SEM analysis is performed using a sample of 251 respondents.Findings: Generally speaking, the findings obtained in the present study serve to expand and enhance the scientific literature on one of the latest determinants affecting social networks and online commerce.Originality/value: This research is innovative due to the research background study that is carried out to analyse the urge to buy impulsively.