Abstract Young consumers’ social media activities are increasingly important for marketers and retailers. A key phenomenon of social media platforms is that groups of people who share similar interests create a virtual community. The psychological sense of community (PSoC) refers to individuals’ perception of voluntary engagement and sharing of their stories with others in various settings. Theoretically grounded in PSoC and adopting social identity theory as a research framework, this study investigates the interrelationships among social media–related variables (e.g., perceived interactivity and PSoC), brand-related variables (e.g., self–brand connection and brand commitment), and consumers’ attitude formation toward brands featured on an influencer social media page and their subsequent intention to purchase a product/service via multichannels operated by the brands (e.g., brick-and-mortar, e-commerce).

中文翻译：

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社交媒体诱发零售商业活动的前因：品牌与消费者关系的影响和社区的心理意识

摘要年轻消费者的社交媒体活动对营销人员和零售商越来越重要。社交媒体平台的一个关键现象是，拥有相似兴趣的人群会创建一个虚拟社区。社区心理感（PSoC）是指个人对各种环境下的自愿参与和与他人共享故事的感知。理论上以PSoC为基础，并采用社会认同理论作为研究框架，本研究调查了与社交媒体相关的变量（例如，感知的交互性和PSoC），与品牌相关的变量（例如，自品牌联系和品牌承诺）之间的相互关系，