Revisiting the social commerce paradigm: the social commerce (SC) framework and a research agenda

Abstract

PurposeSocial commerce (SC) is a new genre in electronic commerce (e-commerce) that has great potential. This study proposes a new research framework to address deficiencies in existing social commerce research frameworks (e.g. the information model).Design/methodology/approachIn the era of Industrial Revolution 4.0 technologies and new social commerce (s-commerce) models, the authors believe that there is an immediate need for a new research framework. The authors analysed the progress of the s-commerce paradigm between 2003 and 2023 by applying longitudinal science mapping. The authors then developed a research framework based on the themes in the strategic diagrams and evolution map.FindingsFrom 2003 to 2010, studies on s-commerce mainly focused on social networking sites, virtual communities, social shopping and analytic approaches. From 2011 to 2015, it shifted to s-commerce, consumer behaviour, Web 2.0, artificial intelligence, social technologies, online shopping, user studies, data gathering methods, applications, service-based social commerce constructs, e-commerce and cognitive factors. Social commerce remained the primary research paradigm from 2017 to 2023.Practical implicationsThe SC framework may be analogous to popular research frameworks such as technology-organisation-environment (T-O-E) and stimulus-organism-response (S-O-R). Based on this SC framework, researchers may gain a better understanding by determining the factors of the social, commercial, technological and behavioural dimensions.Originality/valueThe authors redefined s-commerce and developed an SC framework. Practical guidelines for the SC framework and an exemplary research model are presented. Overall, this study offers a new research agenda for the extant understanding of s-commerce, with the SC framework as the next frontier of the theoretical advancements and applications of s-commerce.

Will social media celebrities drive me crazy? Exploring the effects of celebrity endorsement on impulsive buying behavior in social commerce

“…Considering the presence of two second‐order constructs within our conceptual framework, we conducted an analysis on these higher‐order variables utilizing the factor scores derived from the first‐order constructs, specifically focusing on social commerce trust and impulsive buying behavior (Chin et al, 2003; Leong, Hew, et al, 2023; Leong, Ho, et al, 2023; Zhang et al, 2021). In light of the causal relationship, we treated them as second‐order reflective constructs.…”

“…Parasocial interaction was found to be correlated with affective states (i.e., trust) of consumers toward social media celebrities and social commerce platforms (Lee & Lee, 2022; Li et al, 2019). Given that parasocial interactions involve continuous engagement and commitment to social commerce; according to signaling theory, the engagement signals consumers' commitment and trust in social commerce (Boateng, 2019; Leong, Hew, et al, 2023; Leong, Ho, et al, 2023). As such, this ongoing interaction reinforces the sense of trust.…”

Swipe to Sustain: Exploring Consumer Behaviors in Organic Food Purchasing via Instagram Social Commerce

“…Scholars from various academic disciplines, ranging from social science, ICT, and marketing to consumer behavior, have been conducting studies exploring SC technologies [59]. The early studies predominantly centered on SC inception, distinguishing features, and architectural designs [60]. The current SC literature, however, primarily investigates the related variables that impact customers' purchasing intentions and behaviors [59].…”