Sep 2026· East Asian Journal of Multidisciplinary Research· 0 citations· 38 references
TL;DR
The findings suggest that businesses and platform providers should prioritize transparent communication, authentic digital content, and credible user-generated information to strengthen sustainable consumer relationships to strengthen sustainable consumer relationships.
Abstract
This study investigates how consumers experience digital authenticity and how these experiences shape trust formation in social commerce. A qualitative phenomenological approach was employed, involving semi-structured in-depth interviews with six active social commerce consumers in Makassar, Indonesia, selected through purposive sampling. This study contributes theoretically by integrating Signaling Theory, Stimulus–Organism–Response (SOR) Theory, and Trust Theory to explain consumer trust formation from an experiential perspective. Practically, the findings suggest that businesses and platform providers should prioritize transparent communication, authentic digital content, and credible user-generated information to strengthen sustainable consumer relationships. The study positions digital authenticity as a strategic driver of trust in contemporary social commerce.
Purpose: Online retail is growing rapidly globally, but has yet to be widely taken up in small and culturally diverse emerging markets, where there is limited research. Based on service-convenience theory, consumer-value theory, and the literature on consumer ethnocentrism, this study proposes and tests a theoretical m...
Syeda Farzana Manzoor, R. Yaqub, Chimka et al.· Sustainable Business and Soc...· 0 citations
Thematic analysis reveals that online communities function as decentralised knowledge ecosystems where trust is collectively constructed through peer-led learning, emotional responses to risk and the use of cognitive heuristics in evaluating digital threats.
Wafeequa Ben· European Conference on Knowl...· 0 citations
Influencer marketing continues to expand rapidly in Malaysia, yet sustaining trust among Generation Z remains a persistent challenge. This qualitative study explores how Malaysian Instagram influencers build and maintain trust with Gen Z audiences through four interrelated practices: authentic personal storytelling, co...
Ker-Sin Khoo, Syed Muhammad Umer Saleem, K. Kanagalakshmi et al.· PaperASIA· 0 citations
Social commerce live-streaming shopping has fundamentally transformed Malaysia’s digital retail ecosystem, offering real-time interaction and immediate consumer engagement. However, traditional technology adoption models such as the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) often overlook the human...
Siti Aisyah Asrul, Nur Ain Syazmeen Ahmad Zaki, Muhamad Izzuddin Zainudin et al.· International journal of res...· 0 citations
The rapid expansion of digital media has changed how brands communicate environmental responsibility and promote eco-friendly products. Consumers are increasingly exposed to sustainability claims through social media, websites, digital advertising, online reviews and other digital channels. In this environment, the per...
Nisha M. P., S. Manjunath· International Journal of Inn...· 0 citations
