Using social presence theory to predict online consumer engagement in the emerging markets

Abstract

The purpose of this paper was to contribute to the dimension of online consumer engagement in the emerging markets. The study is based on the social presence theory factors. The study evaluated 443 data sets obtained through a standardized Qualtrics online survey to examine social presence theory to predict online consumer engagement in the emerging markets. The study employed AMOS v24 with the covariance-based structural equation modelling technique to investigate the relationship between social context, online communication, interactivity, privacy and online consumer engagement. The study also assessed social gratification as a mediator in the relationship between online communication and online consumer engagement. Furthermore, the study evaluated technology gratification as a moderator of interaction effect in the relationship between online communication and online consumer engagement. The study results showed that the effect of social context was not significant. In contrast, online communication, interactivity and privacy’s effects on online consumer engagement were significant. The social gratification as a mediator and technology gratification as a moderator were significant towards online consumer engagement. This paper is pioneering in that it generates the effects of social presence theory factors and some intervening variables in the context of online consumer engagement in the emerging markets at the micro-level. This area is relevant to scholars, marketing and brand practitioners in digital consumer social behaviour.