117349 20260306152056.0 doi 10.3390/info12120498 sideral 126996 ART-2021-126996 eng Herrando C. Universidad de Zaragoza (orcid)0000-0002-2653-2473 The mediated effect of social presence on social commerce WOM behavior 2021 Access copy available to the general public Unrestricted Based on expectation disconfirmation theory, this study analyzes how attitudes (satisfaction and loyalty) influence interaction intention (sWOM) and, consequently, active and passive sWOM behavior. It does so by assessing the mediating role of social presence on sWOM intention and behavior. The empirical results provide several contributions. First, knowing how to increase active sWOM contributes to bridging the gap regarding how to enhance interactions between users. Second, fostering active sWOM on social commerce websites will provide companies with more positive user-generated content, since this active sWOM comes from satisfied and loyal users, and it is assumed that they will rate the product positively and report a good experience. Third, companies can benefit more from users if users interact with other users by sharing their experiences. This study sheds light on how social presence can mediate the relationship between intention and behavior, particularly when it comes to increasing active participation and brand promotion. © 2021 by the authors. Licensee MDPI, Basel, Switzerland. info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00 info:eu-repo/semantics/openAccess by https://creativecommons.org/licenses/by/4.0/deed.es 0.624 2021 Information Systems 2021 Q2 4.2 2021 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Jiménez-Martínez J. Universidad de Zaragoza (orcid)0000-0001-7805-3354 Martín-De Hoyos M.J. Universidad de Zaragoza (orcid)0000-0002-8491-594X 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 12, 12 (2021), 498 [15 pp] Information (Basel) Information (Switzerland) 2078-2489 1361288 http://zaguan.unizar.es/record/117349/files/texto_completo.pdf Versión publicada 2758161 http://zaguan.unizar.es/record/117349/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:117349 articulos driver 2026-03-06-15:18:35 ARTICLE