Engaging customers with hospitality brands in social commerce activities

Purpose Social commerce is relatively a nascent notion that highlights the transactions of e-commerce facilitated through social media. This study aims to investigate the motivational factors driving customer brand engagement in social commerce activities within the hospitality sectors. Design/methodology/approach Guided by self-determination theory, this research examined both intrinsic and extrinsic motivation factors by surveying 588 hospitality customers in a structured questionnaire. Findings The results showed that intrinsically customers were motivated by knowledge, accomplishment and stimulation; while extrinsically customers were motivated by external and introjected regulation to affect their cognitive, affectional and behavioral engagement with hospitality brands through social commerce activities. Originality/value Given the emerging trends in customer brand engagement practices within the context of social commerce, this study investigates an understudied phenomenon and its relational drivers, which reveals its theoretical significance.