الملخص الإنجليزي
Social commerce has received increasing attention from both researchers and
practitioners as a new area in the electronic commerce field. This research aims to provide
a deep understanding of the current state of social commerce literature by conducting
citation content analysis of the top relevant journal articles from 2009 to 2021. In addition,
to find the impact of a geographical focus on social commerce research, the main
commercial activities conducted in s-commerce, and appropriate approaches to solving
the limitations identified in social commerce research. This research adopted quantitative
and qualitative methods for conducting bibliometric analysis. Accordingly, the sample
size was 357 studies from the Scopus database using R studio and VOS viewer software.
Also, the top 100 articles were applied for conducting content analysis via NVivo
software and for data extraction and analysis to visualize and reveal the evolution of social
commerce. The study results reveal that major themes include social commerce adoption,
trust, Facebook, social media marketing, technology acceptance, and brand loyalty.
Empirical research is the main form applied in the social commerce research field, while
Social Support Theory, Technology Acceptance Model (TAM) Theory, and Trust
Transfer Theory are the most frequently adopted theories. Transaction-based social
commerce activities were the commercial activities most performed in social commerce.
Hajli N. was the most influential and reachable author based on his publication number
(H-index = 9). China was the leading country in the field of scientific research production.
Additionally, sharing of commercial information was frequently used among customers.
One of the limitations was data collection through a cross-sectional survey approach that
might lead to lack of generalizability. One of the recommended solutions is to perform
longitudinal studies, since most of the previous research was empirical. The current study
results will help researchers, practitioners, and businesses in this field to gain deeper
insight into the social commerce trends.
