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Research Article: Unraveling the Influential Mechanisms of Social Commerce Overloads on User Disengagement: The Buffer Effect of Guanxi

Date Published: 2023-05-26

Introduction:
The new phenomenon of social commerce overloads (SCOs) that users are often exposed to excessive social marketing information, interaction or messages from their friends (ie, sellers) engaging in social commerce (SC) is on the rise and significantly visible in social media apps, – as technological advances, such as the rise of artificial intelligence generated content (AIGC). Social commerce overloads (SCOs) refer to the extent to which social marketing stimuli from sellers in social commerce exceed users’ the…

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