Mitigating distraction: interactivity and atmospherics in social commerce

Purpose This study investigates how social commerce interactivity can divert attention from retailer content and how online atmospherics (warm vs. cool color, fast vs. slow music) mitigate these effects via flow experience, offering novel insights for effective retail strategies in social commerce. Design/methodology/approach Using focus group interviews, discussion and a between-subjects experiment, we manipulated interactivity (high vs. low), color (warm vs. cool) and music (fast vs. slow) in social commerce posts. MANCOVA assessed direct effects on attention, purchase intention and word-of-mouth intention, while PLS-SEM tested flow as a mediator. Findings High interactivity reduces attention and purchase-related responses to retail content. However, warm colors and fast-paced music counteract these effects, improving engagement. Flow experience mediates this relationship, highlighting the role of immersive atmospherics in digital retailing. Originality/value This study is among the very few to challenge the assumption that interactivity always enhances engagement. It reveals how excessive interactivity can dilute consumer focus on retail content and how atmospheric cues can mitigate this effect. These findings have been largely overlooked in existing literature, making this study a significant advancement in understanding social commerce dynamics.