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    Social commerce as social networking.

    Doha, Ahmed and Elnahla, Nada and McShane, Lindsay (2019) Social commerce as social networking. Journal of Retailing and Consumer Services, 47. pp. 307-321. ISSN 09696989

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    Behavioral intention toward social commerce has been explained mainly by consumers’ pursuit of utilitarian and economic value. However, in this paper, we show that consumers can be drawn to social commerce primarily for the pursuit of social value. Based on quantitative data from 193 university students, we found the pursuit of socialization, not usefulness or value, was the main driver for consumers’ behavioral intention toward social commerce services. The results of this study demonstrate social commerce as a vehicle for social value in the form of social capital gains and social engagement. This presents a new use of social commerce and shifts away from understanding it solely as a vehicle for functional or economic value.

    Item Type: Article
    Keywords: Social commerce; Social networks;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 17190
    Identification Number:
    Depositing User: Nada Elnahla
    Date Deposited: 15 May 2023 15:08
    Journal or Publication Title: Journal of Retailing and Consumer Services
    Publisher: Elsevier
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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