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- Title
Social Commerce in Europe: A Literature Review and Implications for Researchers, Practitioners, and Policymakers.
- Authors
Păuceanu, Alexandrina Maria; Văduva, Sebastian; Nedelcuț, Amalia Cristina
- Abstract
The COVID-19 pandemic has altered consumer behavior, making social commerce a viable alternative throughout the world. Europe is trailing the US and China in adopting this technology, but the prognosis is encouraging. Our goal is to contribute to this process by offering a literature review on social commerce in Europe for researchers, practitioners, and policymakers. We analyzed 4.764 articles published during the 2015–2023 period on the topic of social commerce in Europe utilizing the PRISMA flow diagram. After scrutinizing this large body of literature with various instruments including artificial intelligence (AI), we identified a final list of 45 articles that are most pertinent to our research questions. The emerging themes were that social media is shaping behavior and triggering buying intentions, that trust is paramount in buying impulses and behavior, and that success in social commerce is predicated upon relationships and engagement.
- Subjects
EUROPE; ELECTRONIC commerce; LITERATURE reviews; EUROPEAN literature; RESEARCH personnel; CONSUMER behavior; SOCIAL media
- Publication
Journal of Theoretical & Applied Electronic Commerce Research, 2023, Vol 18, Issue 3, p1283
- ISSN
0718-1876
- Publication type
Article
- DOI
10.3390/jtaer18030065