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What is Social Commerce in Emerging Markets about?

This study explores the development of a new form of social commerce in emerging markets from three interlocking aspects, namely, social (trust and familiarity), technical (governing form factor and technological utility), and socio-technical (perceived ease of use, perceived usefulness and word of mouth). As social commerce is proliferating and evolving across many emerging markets, we explore how these above-stated constructs manifest themselves in these markets. Our findings show the imp

Author

hoangdragon972005

Language

EN