International Journal of Academic Research in Business and Social Sciences

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A Review of Social Commerce Adoption Factors in SMES

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Social commerce (SC) has emerged as a significant aspect of e-commerce, integrating social media (SM) and networking functionalities. Many studies have been conducted on SC, most of which focused on consumer adoption. Until now, there hasn't been much research done on the Small and Medium Enterprises (SMEs) adoption of SC. In fact, the way of adopting SC between consumers and SMEs is not the same. Therefore, this systematic review aims to investigate the factors that influence SMEs' adoption of SC. Utilizing the PRISMA guidelines, the study analyses literature from selected databases, identifying key determinants. Findings indicate that technological factors (ease of use, perceived usefulness, compatibility), organizational factors (management support, resources, CEO IT knowledge), environmental factors (competitive pressure, customer demand), social factors (SM influence, subjective norms), and trust factors (security, privacy, reliability) play crucial roles in SC adoption. These insights extend existing theoretical models such as TAM, TRA, and TOE. For practical implications, SMEs are advised to invest in user-friendly technologies, strengthen SM engagement, and build trust with customers. Policy recommendations include providing supportive infrastructure, regulatory frameworks, capacity building, and fostering innovation to facilitate SC adoption. This review enhances understanding of SC adoption in SMEs and offers actionable strategies for businesses and policymakers to harness the benefits of SC, promoting competitiveness and growth in the digital marketplace. Future research could further explore the interplay of these factors to develop comprehensive predictive models for SC adoption in various contexts.
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