Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Investigating the Impact of Emotional Contagion on Customer Attitude, Trust and Brand Engagement: A Social Commerce Perspective Subject The topic of the resource Attitude; Brand engagement; Emotion Contagion; Emotional Contagion; Social Media Content; Trust Description An account of the resource Social Commerce networks are a powerful platform for spreading positive and negative emotional contagion, which is affecting users from different perspectives, i.e., psychology, attitude, buying decision. Emotional contagion is the phenomenon of having a person's emotions and behaviours directly trigger similar emotions or behaviour in other people. This research proposes a model to analyze the factors influencing emotional contagion that, in turn, impact consumer's attitudes, trust, and brand engagement. This study used a survey approach using a structured questionnaire. Primary data was collected from 174 social media users who shop online. The proposed model was tested using multiple regression analysis. The results demonstrated that effective content, visual or text, triggers customers' emotional contagion, influencing customer attitude and trust leading to brand engagement. The research study's findings can be used for deciding on content strategies of advertisements pertaining to social commerce. 2022 Academy of Taiwan Information Systems Research. All rights reserved. Creator An entity primarily responsible for making the resource Moorthy V.; Kiran P.; Banerjee J.; Krishna Kishore S.V. Source A related resource from which the described resource is derived International Journal of Electronic Commerce Studies, Vol-13, No. 3, pp. 99-118. Publisher An entity responsible for making the resource available Academy of Taiwan Information Systems Research Date A point or period of time associated with an event in the lifecycle of the resource 2022-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.7903/ijecs.2049" target="_blank" rel="noreferrer noopener">https://doi.org/10.7903/ijecs.2049</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85141283125&amp;doi=10.7903%2Fijecs.2049&amp;partnerID=40&amp;md5=f89acec463f9fb1525a699f28f914b22" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85141283125&amp;doi=10.7903%2fijecs.2049&amp;partnerID=40&amp;md5=f89acec463f9fb1525a699f28f914b22</a> Rights Information about rights held in and over the resource All Open Access; Gold Open Access Relation A related resource ISSN: 20739729 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Moorthy V., Christ University, Bangalore, India; Kiran P., Westminster International University, Tashkent, Uzbekistan; Banerjee J., Amity University, Kolkata, India; Krishna Kishore S.V., Christ University, Bangalore, India