Social commerce: The transfer of power from sellers to buyers

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How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective (2019, background): “Previous studies have shown that such activities as user interaction and word-of-mouth communication in social networks can affect the subsequent purchase intention of users [6,7].”
Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation (2017, background): “…industry has focused on broad constructs of social commerce, like social commerce intention, (Liang et al., 2011; Hajli, 2014; Zhang et al., 2014; Hajli and Sims, 2015), social commerce characteristics (Kim and Park, 2013), and social commerce constructs (Hajli, 2013, 2015; Hajli et al., 2013;…”
A social commerce investigation of the role of trust in a social networking site on purchase intentions (2017, background): “Given the context of social commerce, users may seek information about a product through various channels, including peer recommendations, reviews and ratings, and forums and communities (Hajli & Sims, 2015).”