Social media enables interactive customer communication, fostering better engagement and customer loyalty in a B2C (Business to customers) e-commerce environment. Therefore, using the various social media platforms to facilitate B2C e-commerce activities is referred to as social commerce. However, the need for effective e-commerce among culturally diverse local and international students has been under research. This research investigates the role of social media in facilitating B2C e-commerce activities among students in Malaysia. Employing a simple random sampling method to collect 267 questionnaires from 300 distributed across student social media groups in Malaysia and constituting a response rate of 85.7%. With 67.4% male and the remaining 38.6% female, an age Mean ? of 30.2 from February to March 2024. The objective is to discern how students from these regions leverage social media for e-commerce and identify the motivational factors behind their adoption. Results reveal varied preferences and influences on e-commerce activities shaped by distinct cultural contexts, providing a deeper understanding of the dynamic interplay. The major factors, such as product reviews, discounts, convenience, brand trust, and influencer recommendations, significantly influence consumers' intentions to engage in e-commerce. Specific product categories such as clothing, electronics, books, and groceries are popular among participants, indicating diverse consumer needs.
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