The Moderating Role of Perceived Risk in Social Media Marketing’s Impact on Customer Engagement, e-WOM, and Online Repurchase Intention in E-Commerce : Integrating ELM and SOR Models

Authors

  •   Priyanka Aggarwal Assistant Professor (Corresponding Author), Manav Rachna International Institute of Research & Studies, Faridabad - 121 010, Haryana
  •   Kavita Chauhan Professor, Department of Management Studies, Jamia Millia Islamia, New Delhi - 110 025
  •   Vijit Chaturvedi Professor, Amity Business School, Amity University, Noida - 201 303, Uttar Pradesh

DOI:

https://doi.org/10.17010/pijom/2025/v18i3/174229

Keywords:

marketing

, cognitive engagement, affective engagement, entertainment, interaction, personalization, structural equation modeling, marketing strategy.

JEL Classification Codes

, M300, M310, M370

Paper Submission Date

, August 5, 2024, Paper sent back for Revision, February 12, 2025, Paper Acceptance Date, February 25, Paper Published Online, March 15, 2025

Abstract

Purpose : The empirical study investigated the impact of social media marketing activities (SMMA) on customer engagement (CE), e-WOM, and online repurchase intention (ORPI) in e-commerce.

Methodology : The data from 386 Indian social media users was analyzed using structural equation modeling (SEM) based on the elaboration likelihood model (ELM) and stimulus–organism–response (SOR) frameworks.

Findings : The study found that SMMA significantly influenced cognitive and affective aspects of engagement. Affective engagement (AE) positively affected both e-WOM and ORPI. Perceived risk (PR) considerably moderated the relationships between SMMA and cognitive engagement (COG). It also moderated the relation of COG and AE with ORPI, while PR did not moderate the relationship of SMMA & AE or AE & e-WOM or COG & e-WOM.

Implications : This current study discussed how various forms of engagement affected specific purchase behaviors like e-WOM and ORPI. We also underlined the role of PR in forming COG and AE to drive those behaviors. By scrutinizing these relationships between the SOR and ELM frameworks, the study significantly contributed to the existing knowledge.

Originality : This study offered valuable insights for e-commerce businesses to design effective SMM strategies and manage CE, especially in the presence of PR. It also outlined whether companies should adopt the central or peripheral route of the ELM when designing such strategies.

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Published

2025-03-15

How to Cite

Aggarwal, P., Chauhan, K., & Chaturvedi, V. (2025). The Moderating Role of Perceived Risk in Social Media Marketing’s Impact on Customer Engagement, e-WOM, and Online Repurchase Intention in E-Commerce : Integrating ELM and SOR Models. Prabandhan: Indian Journal of Management, 18(3), 8–29. https://doi.org/10.17010/pijom/2025/v18i3/174229

Issue

Volume 18, Issue 3, March 2025

Section

Articles
Crossref
Scopus
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Europe PMC

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