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The upsurge in the development and diffusion of social commerce technologies has elevated the traditional concept of electronic commerce to a different dimension. This wider acceptance of social commerce is based on the greater adoption of social media which has revolutionized the nature of the interaction between customers and merchants (Akman & Mishra, 2017; Al-Adwan, 2019). Social media is considered a vital medium for the expansion of e-commerce activities due to its potential innovations in web technologies which are creating greater economic benefits and enhancing customer service experience (Akman & Mishra, 2017; Al-Adwan, 2019). Social commerce (s-commerce) is described as the application of social media and Web 2.0 technologies to transform and enhance interaction between sellers and buyers through reviews and recommendations that influence purchase decisions (Al-Adwan & Kokash, 2019; Cutshall, Changchit, Pham, & Pham, 2021). It has been emphasized that social media and web 2.0 have empowered social interaction and social presence to occur on e-commerce systems (Al-Adwan, 2019).
Social commerce has to do with the application of the web.20 systems. Social media encourage users to achieve better interactions to realize a greater virtual shopping experience (Rahman, Kim, Noh, & Lee, 2020). In addition to changing the interaction between consumers and sellers, it has impacted the dependence of virtual industries and companies and the reputation of such companies (Abed, Dwivedi, & Williams, 2017; Zhou, 2022). Social commerce has also encouraged businesses to enjoy good relationships with their clients and thus enhance product and service development (Feng, Ye, & Collins, 2019). Based on the integrated functions of ratings, forums, reviews, social communities, and recommendations/referrals into the social commerce systems, users can discern the products and services to purchase due to the amount of information generated on social commerce sites (Rahman et al., 2020; Zhou, 2021).