TY  - GEN 
AU  - Herzallah, Doaa
AU  - Muñoz-Leiva, Francisco
AU  - Liébana Cabanillas, Francisco José
PY  - 2022
UR  - https://hdl.handle.net/10481/109400
AB  - Purpose
This study aims to analyze the factors that drive purchases via Instagram and contribute to the growth of Instagram Commerce and examine the moderating role of gender, age and experience in Instagram use in the proposed relationship between...
LA  - eng
PB  - Emerald
KW  - Social commerce
KW  - Instagram Commerce
KW  - Purchase intention
KW  - Gender
KW  - Age
KW  - Experience
TI  - Drivers of purchase intention in Instagram Commerce
DO  - https://doi.org/10.1108/SJME-03-2022-0043
ER  -