Purpose This study aims to analyze the factors that drive purchases via Instagram and
contribute to the growth of Instagram Commerce and examine the moderating role of …

Purpose This study investigates the relationship between social commerce adoption
determinants, perceived trust and purchase behaviour among pastry product consumers …

Research aims: The research aims to determine the determinants of purchase intention in
social commerce. Design/Methodology/Approach: The population of this study was online …

The study sought to examine the purchasing behaviour of consumers on social commerce
platforms. The classical sequential consumer decision making process was queried for its …

Consumer behaviour is changing dynamically with the emergence of diverse social media
platforms. The study considers all phases of consumer decision making (CDM) and states …

Social commerce is a subset of e-commerce that utilises social media to facilitate interaction
between sellers and consumers. Over the last number of years, the subject of social …

The study examines the use and gratification of social media marketing in Tanzania, with a
particular focus on the influence of trust, personalization and users' satisfaction on the …

This study examined the characteristics of influential opinion leaders in online communities
and their roles using word-of-mouth (WOM) in the consumer decision-making process …

Social commerce has two basic components, namely commercial and social. However, as a
social component, it is a relatively new phenomenon in marketing research and is rarely …

(SNS) in social commerce (s-commerce) has intensified interest in understanding
consumers decision making based on the SNS seller generated content (SGC) and user …