Analyzing Electronic Word-of-Mouth in Social Commerce: An Investigation through the Lens of Social Support Theory

This study delved into the impact of emotional and informational support on customers’ purchase intentions in the context of social commerce, particularly focusing on the creation of electronic word-of-mouth (eWOM). The research utilized the social support theory (SST) to explore the significance of support mechanisms in shaping customers’ behaviors within social commerce platforms. Through quantitative research, the study discovered that both emotional and informational support play a substantial role in influencing customers’ purchase intentions. Moreover, these forms of support were found to contribute significantly to generating positive eWOM, thus influencing the decision-making processes of potential customers. The practical implications derived from the insights of this study provide valuable guidance for businesses to leverage emotional and informational support strategies, thereby enhancing purchase intentions and effectively utilizing eWOM in the context of social commerce.