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<p>Social commerce (s-commerce), as a new form of e-commerce, has transformed customer behavior with the rise of social networking sites (SNSs). This development has created new opportunities for online businesses seeking to establish customer-centric operations and leverage the power of SNSs by implementing effective customer engagement strategies for a competitive advantage. However, limited effort has been devoted to evaluating the current state of research in this area and consolidating the factors that drive individuals to engage in s-commerce. Therefore, this study conducted a Systemic Literature Review (SLR) to explore existing research on s-commerce and customer engagement, employing a factor derivation approach to identify and categorise the most prominent engagement factors. The findings classify these factors into three key dimensions: social, technological, and motivational. By offering a comprehensive theoretical framework, this study contributes to advancing empirical research and deepening our understanding of the mechanisms that stimulate customer engagement within the s-commerce landscape.</p>

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What drives customers to engage with social commerce: a systematic review and factor derivation approach

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年2月13日

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  • Abdelsalam Busalim,
  • Shahla Asadi

摘要

Social commerce (s-commerce), as a new form of e-commerce, has transformed customer behavior with the rise of social networking sites (SNSs). This development has created new opportunities for online businesses seeking to establish customer-centric operations and leverage the power of SNSs by implementing effective customer engagement strategies for a competitive advantage. However, limited effort has been devoted to evaluating the current state of research in this area and consolidating the factors that drive individuals to engage in s-commerce. Therefore, this study conducted a Systemic Literature Review (SLR) to explore existing research on s-commerce and customer engagement, employing a factor derivation approach to identify and categorise the most prominent engagement factors. The findings classify these factors into three key dimensions: social, technological, and motivational. By offering a comprehensive theoretical framework, this study contributes to advancing empirical research and deepening our understanding of the mechanisms that stimulate customer engagement within the s-commerce landscape.