Social commerce—state-of-the-art and future research directions

Abstract

In recent years, social commerce evolved into an emerging phenomenon of global interest for marketers, businesses, and researchers alike. In light of this development, it is not surprising that the number of publications focusing on this phenomenon at the interplay of electronic commerce and social media has been rising substantially. The goal of this paper is to provide a structured overview of social commerce research by means of a structured literature review. Based on our literature search between 2007 and 2014 resulting in 116 published papers, we carve out and assess the knowledge and the research areas that have been predominantly addressed by the Information Systems, Electronic Commerce, and Marketing research community so far. By providing a research agenda, we hope that our results will stimulate and guide future research in this exciting field.

Social commerce and the mobile platform: Payment and security perceptions of potential users

“…(2014) and by Wu & Wang (2005). Risk has been identified as a key aspect of social commerce research by authors including Baethge et al (2016), Featherman & Hajli (2016), and Hew, Lee, Ooi, & Lin (2016), hence it is hypothesised:…”

“…Against this backdrop, and alongside calls by authors including Baethge, Klier, & Klier (2016), Zhou et al (2013) and Liang & Turban (2011) among others for further investigation into the "people" theme, and user adoption of social commerce, the aim of this paper is to make both theoretical and managerial contributions in terms of providing greater understanding of the human factors influencing consumer adoption of m-payments among social media users, hence contributing to a greater understanding of the journey from social media user to social commerce user. Specifically, the following research questions are investigated; (1) is the intention to use m-payments influenced by traditional technology adoption factors such as usefulness and ease of use?…”

Getting a job via career-oriented social networking markets

“…Furthermore, social network centrality measures are not only interesting for receiving job offers but also for other career-related outcomes (e.g., job performance, life satisfaction, health) or more general social commerce benefits (Zhou et al 2013;Baethge et al 2016). That is why future research should also shift the focus to these outcomes.…”

Electronic Markets on customer-orientation

“…The first is closely related to the theme of the special issue. Catherine Baethge, Julia Klier and Mathias Klier (Baethge et al 2016) present a state-of-the-art and future research directions in social commerce based on a systematic literature overview of 116 papers from the IS field since 2007. The authors describe the evolution of the academic discussion and the increasing discussion of social commerce topics.…”