Retailers, don't ignore me on social media! the importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel

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dc.contributor.authorGutierrez, Anabel
dc.contributor.authorPunjaisri, Khanyapuss
dc.contributor.authorDesai, Bhavini
dc.contributor.authorAlwi, Sharifah Faridah Syed
dc.contributor.authorO'Leary, Simon
dc.contributor.authorChaiyasoonthorn, Wornchanok
dc.contributor.authorChaveesuk, Singha
dc.date.accessioned2023-02-03T13:58:23Z
dc.date.available2023-02-03T13:58:23Z
dc.date.issued2023-01-28
dc.description.abstractEffective interactions are essential for retail brands to progressively nudge consumers towards purchase. While social media provides the platform for brands to directly connect with consumers, it is critical that brands take privacy concerns seriously. This paper address common questions retailers ask: How do brands develop effective interactions with consumers on social media? Do consumer-brand interactions impact purchase intention? Does privacy matter? Through 541 UK participant responses and using social exchange theory, this research examines consumer-brand interactions on social media, focusing on how social media activities, attitudes towards social media advertising, and privacy, impact upon purchase intention. Our results show that brands must establish strong relationships through high-quality consumer-brand interactions to significantly raise purchase intentions, while also carefully managing consumers' privacy expectations. Effective privacy management positively mediates the link between social media and purchase intention but ignore privacy, and it becomes the Achilles heel of the relationship.en_UK
dc.identifier.citationGutierrez A, Punjaisri K, Desai B, et al., (2023) Retailers, don't ignore me on social media! The importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel. Journal of Retailing and Consumer Services, Volume 72, May 2023, Article number 103272en_UK
dc.identifier.issn0969-6989
dc.identifier.urihttps://doi.org/10.1016/j.jretconser.2023.103272
dc.identifier.urihttps://dspace.lib.cranfield.ac.uk/handle/1826/19129
dc.language.isoenen_UK
dc.publisherElsevieren_UK
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectSocial media activitiesen_UK
dc.subjectRetail brandsen_UK
dc.subjectConsumer-brand interactionen_UK
dc.subjectPrivacy concernsen_UK
dc.subjectAdvertisingen_UK
dc.subjectSocial exchange theoryen_UK
dc.titleRetailers, don't ignore me on social media! the importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heelen_UK
dc.typeArticleen_UK

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