Consumers' social self-identity drivers on social commerce platforms-based food and beverage

Purpose This study aims to investigate the latest breakthroughs in social commerce by examining the characteristics of consumers' social self-identity factors in the food and beverage sector. The objective is to examine how social self-identities factors contribute to exchanging information on social commerce platforms for food and beverage products. Design/methodology/approach This study employed partial least squares structural equation modeling (PLS-SEM) to test the measurement and structural model. A total of 238 food and beverage website and apps users were questioned using a structural survey. Findings Contrary to expectations, one self-inner driver does not influence consumers' intentions to exchange social commerce information, while up-to-date information, validation and like-minded discussion have a strong impact on the social commerce exchange model. Originality/value The findings of this research offer new insights into the brand's abilities to induce social commerce. The findings also assist marketing managers in better managing brand content on these websites.