An Integrative Model of Factors Influencing Social Commerce Success on Social Media Platforms

Social media platforms have quietly outgrown their original job. They were built for conversation; today the same feed that carries a friend's opinion also carries product discovery, persuasion, and payment-often within a single scroll. This paper brings together the recent English-language evidence-fifteen peer-reviewed studies published between ۲۰۲۲ and ۲۰۲۶-and asks a deliberately plain question: what actually determines whether social commerce succeeds? The studies span familiar ground, from trust, social support, and social presence to information credibility, platform characteristics, perceived value, live-streaming interaction, privacy and security, brand image, and continuance intention. Taken together, they point in the same direction: success does not hang on any one technological or marketing factor. It grows out of how five complementary conditions align-trust and credibility, social interaction and support, the affordances of the platform itself, content and commercial engagement, and perceived value (with its inseparable twin, perceived risk). Building on this, we propose an integrative model in which these five conditions act mainly through two inner mechanisms, consumer trust and perceived value, which then carry the consumer along a chain from engagement to purchase intention, to actual purchase, and finally to continuance intention. Privacy, security, and platform quality are given a more modest but important role: they operate at the boundaries of the model, rarely starting the chain but often deciding whether social interaction actually converts to commercial outcomes. The framework's practical contribution is a short list of levers content, community, platform design, and trust-building that firms can prioritize in a reasoned order rather than a guess.

کلیدواژه ها:

Social commerce ، social media ، consumer trust ، purchase intention ، social presence ، platform success