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Top1. Introduction
In the present age of millions of people on the Internet, especially the rapid growth of Web 2.0 technology, the opportunity to use social networking sites (SNS) such as Twitter, Facebook, and LinkedIn (Sindhuja & Akhilesh, 2019). The main purpose of SNS is to create an online environment where participants can share and pursue common experiences, activities, and common interests (Zeng et al., 2009; Sheikh et al., 2019). SNS is a key source of social commerce because it enhances the quality of relationships between suppliers and consumers, enhances trust, motivates them to purchase company products while listening to other SNS users’ satisfaction (Kim & Park, 2013). A new concept in social commerce and social media and social networking is e-commerce and Web 2.0 hybrid technology that enables consumers to create content (Heinonen, 2011; Liang & Turban, 2011). Unlike traditional e-commerce, which focuses on improving the efficiency of online shopping, social commerce offers a rich social, interactive, and collaborative online shopping experience (Yang et al., 2015). There is consumer involvement to support product and brand development in this way (Guo & Barnes, 2011; Sadovykh et al., 2015; Yang et al., 2015; Huang & Benyoucef, 2015).
Word of mouth (WOM) has long been recognized as an important factor in shaping consumer buying behavior (East et al., 2007). It is described as ‘the dominant force in the market’ and ‘the ultimate test of customer relationship’ (Bendapudi & Berry, 1997). This practice now extends to the online world. As Internet access has increased, people became passive consumers and active participants. Only a limited number of consumers can be exposed to WOM in an offline environment, but consumers now have more convenient access to websites that share positive or horrible experiences with free strangers (Cheung & Lee, 2012). These published comments and ratings significantly or significantly improve consumer perceptions of seller reliability (Lee & Lee, 2006).
The emergence of social commerce has brought a new dimension to the electronic word of mouth (e-WOM) by allowing users to communicate with their existing networks (Yang, 2019). Unlike other platforms, users can exchange their opinions and experiences about products or services with familiar people in social commerce. Familiar people refer to people they already know, such as friends or acquaintances (Kozinets et al., 2010). Indeed, recent research has shown that social commerce has increased the number of online reviews written by consumers (Trusov et al., 2010). Marketers began participating in social commerce through their official accounts because of consumer interest (Kang, 2019). They view these social commerce sites as opportunities to interact with current and prospective customers (Michaelidou et al., 2011). For this reason, social commerce is deemed eligible for e-WOM (Knoll & Proksch, 2015).
Therefore, it is important to pay attention to the experiences of social commerce in today’s high-tech and experienced user world. This research aims to examine the antecedents of e-WOM on social commerce, which influence consumers’ purchase intentions. For this, the research was conducted in two phases. First, to review literature based upon e-WOM behavior, and hypothesize the antecedents of e-WOM and the influence of e-WOM on purchase intention, Second, to empirically assess the relationships hypothesized in the theoretical models to answer research questions. Third, to discuss the results and findings and position them within the existing e-WOM literature. Fourth, to draw theoretical contributions and managerial implications for academics and practitioners regarding the influence of e-WOM in social commerce on consumers’ purchase intentions.