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<p>This research aims to understand how consumers process online information when exposed to firm-led (market signals) versus consumer-led (social signals) advertising activities or signals and the subsequent impact on the attitude measures: brand reputation and purchase intent. Through three experiments we find that the social signal augments the market signals effect in enhancing the attitude measures, mediated by increase in certainty. Furthermore, specific pairings of market and social signals exercise a biased augmentation of the attitude measures, contingent on the type of brands. Therefore, our findings contribute by identifying the right signal combinations in given brand context that will help businesses determine effective allocation of their resources and aid in resolving the issue of online information asymmetry.</p>

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Spend it or Earn it? A Comparative Assessment of Market and Social Signals in Social Commerce

  • 期刊论文

  • 发表日期：

    2026年7月1日

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  • Satadruta Mookherjee,
  • Shabnam Nazari,
  • Indranil Bose

摘要

This research aims to understand how consumers process online information when exposed to firm-led (market signals) versus consumer-led (social signals) advertising activities or signals and the subsequent impact on the attitude measures: brand reputation and purchase intent. Through three experiments we find that the social signal augments the market signals effect in enhancing the attitude measures, mediated by increase in certainty. Furthermore, specific pairings of market and social signals exercise a biased augmentation of the attitude measures, contingent on the type of brands. Therefore, our findings contribute by identifying the right signal combinations in given brand context that will help businesses determine effective allocation of their resources and aid in resolving the issue of online information asymmetry.