The speed of progress in information technology has evolved continuously and has changed the way entrepreneurship is carried out in running its business. The rapidity of internet users also influences economic development indicated by the shifting of the idea of buying and selling transactions which previously emphasized face to face, now it is more comfortable and done without face to face or known online. This study aims to provide an overview and examine the use of social commerce, the uniqueness of resource capabilities and competitive advantage in influencing the business performance of MSMEs in Jambi Province. The study also explores the competitive advantage of mediating social commerce and the uniqueness of resource capacity to the business performance of MSMEs in Jambi Province. This research was conducted in three districts in the Jambi Province, namely Jambi city, Tanjung Jabung Barat district, and Sungaipenuh city. The research method used is quantitative research and verification with Smart PLS application version 3.0. The unit of analysis of this study is MSMEs with an observation unit that is the manager of MSMEs businesses in the three locations of research objects. The number of respondents used was 150 selected MSMEs business units from two cities and one district, namely Jambi city, Sungai Penuh city, and Tanjung Jabung Barat District, representing Jambi Province. The results show that social commerce had a significant influence on competitive advantage. Still, on the other hand, it shows that the uniqueness of resource capabilities did not have any substantial impact on competitive advantage. Social commerce did not have any significant effect on the business performance of MSMEs in Jambi Province, as well as the uniqueness of resource capabilities, apparently not significantly influenced the business performance of MSMEs in Jambi Province. On the contrary, competitive advantage can control MSMEs Business performance in Jambi Province. However, the model of social commerce utilization and the uniqueness of resource capabilities affect the business performance of MSMEs in Jambi Province, mediated by competitive advantage.

This study explores the impact of TikTok marketing activities in stimulating consumer purchasing intention with trust and reliability during live streaming sessions for Muslim apparel. While there is a growing interest in shopping through live streaming, little study has been done regarding Islamic marketing. To achieve the purpose of the study, a convenience sampling method was adopted to collect data from 225 participants for assessing the effects of TikTok marketing activities on consumer behaviour. The findings suggest that most of the TikTok marketing activities enhance trust and credibility, hence influencing positive intentions to buy among consumers while attending a live stream. The insights also apply to three broader fields of Islamic marketing, consumer behaviour, and sustainable marketing, while again supporting the United Nations SDGs specifically Goal 12: Responsible Consumption and Production. This paper therefore advocates for more sustainable consumption patterns and responsible marketing practices, as it gives confidence and trust in online shopping for ethical consumption of goods in digital commerce. Beyond this, the study highlights how social commerce can be instrumental for the realization of economic growth (Goal 8), innovation within marketing practices, and inclusive and sustainable economic participation via digital platforms.

Social commerce stands as a pivotal strategy amidst the modern retail environment. However, the distinct cultural and economic landscapes of different nations may lead to variations in understanding shopper behavior. This study endeavors to delve into the efficacy of shopping motivation theory, trust theory, and the information quality model in elucidating purchase intent, all within a comprehensive research framework. Through a survey conducted within the Jordanian context, it was revealed that utilitarian motivations and trust in e-vendors exert a positive influence on customers' inclination to purchase in the context of social commerce. Interestingly, hedonic motivations and the quality of electronic word-of-mouth (eWOM) were found to have no effect on purchase intention. Furthermore, trust in e-vendors was identified to mediate the relationship between eWOM quality and purchasing intention, manifesting as an indirect-only association. The paper concludes with a discussion on the contributions and limitations of the research.

This study examines the factors influencing Muslim consumers' purchase intentions for Muslim apparel products through TikTok live streaming. Data were collected in Jakarta, with 225 participants selected using convenient sampling. The collected data underwent analysis using exploratory factor analysis, confirmatory factor analysis, and structural equation modelling. The results revealed several key findings. Firstly, the hypothesis that TikTok marketing activities significantly influence perceived innovativeness was supported. Additionally, it was found that TikTok marketing activities significantly affect perceived enjoyment. However, the hypothesis that perceived innovativeness significantly impacts purchase intention was rejected. Furthermore, it was established that perceived innovativeness significantly influences perceived enjoyment, and perceived enjoyment significantly affects purchase intention. These findings contribute to expanding knowledge in social commerce, particularly in understanding the dynamics of consumer behavior within the context of Muslim apparel products marketed through TikTok live streaming. The acceptance of hypotheses regarding the influence of TikTok marketing activities on perceived innovativeness and enjoyment underscores the importance of social media marketing strategies in shaping consumer perceptions and experiences. However, rejecting the hypothesis concerning the direct impact of perceived innovativeness on purchase intention suggests that other factors may mediate this relationship, warranting further investigation.

This study observed more than 150 respondents in the digital trading environment, explaining how the important role of website characteristics and service quality influences customer purchase intensity. PLS-SEM analysis of the data was performed using SMARTPLS version 3 software. After that, the samples were collected through an online questionnaire by setting several criteria to make the resulting perceptions accurate. The study's findings show that while a website's features have a big impact on customer trust, customer loyalty, and purchase intensity can all be directly impacted by the quality of the product or service offered. However, unfortunately, customer trust and satisfaction cannot mediate website characteristics in their influence on customer purchase intensity. Overall, this study expands the understanding in the field of trade that service quality and website characteristics significantly influence increasing customer buying intensity.

The rapid increase in social media users in Indonesia has caused organic black rice (OBR) to be traded online via social commerce (s-commerce). OBR is an environmentally friendly functional food that meets the requirements for sustainable agricultural products. Unfortunately, in Indonesia the demand is still low, so some producers are reluctant to continue the OBR business. Therefore, it is important to study consumer satisfaction. Previous studies have primarily focused on satisfaction with choices and results of the decision process, not satisfaction with the decision process. Satisfaction in the perspective of the decision process has not been widely studied. This paper aims to identify the dominant factors that influence satisfaction with the online OBR purchase decision process via s-commerce. The research design is quantitative with a survey technique of 200 online consumers drawn by stratified random and convenience sampling. Data analysis using Exploratory Factor Analysis and Path Analysis. The results showed that the dominant factors were security in purchasing decisions, Instagram and other social media, friends, satisfaction with the results, Internet, references of friends and family as well as consideration of product taste and aroma, attractiveness, and disease treatment. These eight dominant factors can be used as important considerations in online OBR business through s-commerce.

The unprecedented growth of social media imposed fierce competition on business companies. That is investors found new methods to expand their business activities, and, in turn, boost their revenues. While there has been a plethora of research done to examine the critical success factors of social commerce (s-commerce) in developed countries, there is a dearth of studies conducted in developing countries. Meanwhile, it has been evident that the significance of these factors may vary across cultures. Therefore, this study, following the social cognitive theory, aims to explore the critical success factors of s-commerce from the perspective of consumers in a developing country. To achieve that, this study utilized a questionnaire that sought information related to factors driving consumers' intention to purchase in s-commerce. Seven hundred and fifty-seven subjects completed the survey. Structural equation modeling techniques were utilized to analyze the data. The findings of this study show that trust in sellers, sociability, electronic Word-Of-Mouth (eWOM), perceived economic benefit, and informational fit-to-task positively influence the intention to purchase in s-commerce. In addition to that, it was found that sociability and eWOM positively influence consumers' trust in sellers. The findings of this study are expected to contribute to the theoretical and practical areas of s-commerce. They are expected to make a significant contribution to the literature on s-commerce adoption from the perspective of a developing country. From a practical point of view, the results of this study should help stakeholders in s-commerce in developing business strategies to better their competitive advantage, retain existing consumers and attract new ones, and, in turn, increase sales and profits.

Social commerce is a first-generation platform that uses a variety of social attributes to attract the attention of internet users. The impact of platform interactivity components; Content Usefulness, Engaging, Real-time communication, and E-wom on customers' purchase intentions was investigated in this study. A Quantitative research method was applied in this study using an online self-administrative questionnaire that was published using Google Docs to collect data, and 521 consumers participated in an online survey. The research used SPSS and AMOS to validate and test the hypotheses. All platform interactivity components were significantly affecting purchase intention. This study provides insights to marketing managers of how consumers perceive social commerce and what affecting them along with practical and theoretical implications.

This research aimed to investigate the impact of social commerce on online purchase intention. The mediation role of trust in social network sites between social commerce and online purchase intention was explored. Dataset obtained from 467 Jordanian users of social network sites. PLS-SEM was conducted for analysis purposes. The findings reveal that social commerce and trust in social network sites directly affect online purchase intention. The findings have additionally shown that trust in social network sites has a mediating role between social commerce and online purchase intention. The main recommendation to companies is to derive significant benefits from social commerce and consider them to maximize the potential level of online purchases. Suggestions for further studies are mentioned at the end of the study.

The purpose of this study is to look into Jordanian customers' purchasing habits in regard to electronic commerce. The goal of this research is to investigate the impact of social media on electronic commerce trust and purchasing behavior. Trust's impact on social commerce was also investigated. Furthermore, the influence of social commerce on electronic commerce purchasing behavior has been studied in greater depth. This study proposed a conceptual model, which was empirically tested with a survey of 150 Jordanians. The study's findings stated that social media and social commerce had a significant impact on Jordanians' purchasing behavior toward e-commerce. Besides that, trust has a significant impact on social commerce. Furthermore, social commerce influences e-commerce purchasing behavior. Because the study was limited to Jordan, one of the primary limitations of this study is that the results cannot be generalized. Similar studies in other countries are needed to either support or refute our findings.