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Examining Social Commerce Intentions Through the Uses and Gratifications Theory
[chapter]
2021
Research Anthology on Strategies for Using Social Media as a Service and Tool in Business
Changes in consumer behavior enabled by social networking technologies is leading to a transformation in e-commerce. Consumers' use of social media sites and relevant technologies for different aspects of shopping has become an issue of utmost concern to retailers and related businesses. Adopting a uses and gratifications theory (UGT) perspective, the article aims to demonstrate motives of users utilizing social media in their purchase decisions. Drawing from digital marketing and e-commerce
doi:10.4018/978-1-7998-9020-1.ch060
fatcat:wd5hs2wbxfgkdawwbs3gjkgtaq