Social Commerce Interactive Engagement Models for Gen Z 1*Pipit Buana Sari, 2 Paham Ginting, 3 Arlina Nurbaity Lubis and 4 Syafrizal Helmi Situmorang
Faculty of Economic and Business
Universitas Sumatera Utara, Medan, Indonesia
*Corresponding author
Abstract
In Indonesia, the COVID-19 epidemic has altered consumer behavior. The governments physical distance strategy has led to the closure of non-essential physical stores. Consequently, e-commerce platforms, such as online marketplaces, website, and social media, have become viable alternatives for offline retailers. Social networking is used by the e-commerce sector. In the middle of a global epidemic, it is believed that the social commerce idea, which combines social and business activity, is a timely invention. Human connection is the primary factor influencing client purchase decisions in social commerce. The surge in social commerce is partly attributable to the improved development of progressive digital infrastructure in Indonesia, the emergence of digitally savvy millennial and generation z, and the increased digital penetration outside of metropolitan regions. This research aimed to investigate and evaluate the social commerce interaction engagement process configuration. This study was qualitative in nature. The research will use a closed questionnaire derived from the relevant literature. using convenience sampling with a concentration on generation z. Using SEM, all data will be examined. The empirical results are anticipated to address the two study topics listed below. Initially, how to arrange social commerce interactions inside the brand community was unclear. How successful is the participation of social commerce interactions in the brand community brand experience process? Literature, such as summaries, implications, theoretical and practical contributions, and the study limitations, will be used to support the discussion of the empirical data.
Keywords: Keywords: Social commerce, social interactive engagement, online brand experience, Brand community
