Effectiveness of Social Commerce In Influencing Repurchase Intention: A Systematic Literature Review

Abstract

Online Social commerce is currently contributing to the marketing world because it combines multi-disciplinary knowledge in marketing aspects such as aspects of consumer psychology and sales, sociology, demographic elements, use of technology and computer science, and marketing aspects in the business world. This development has become more complicated because of the pattern of involvement of other sciences ranging from mathematics to marketing management. In this study, we conducted a theoretical review by taking the theme of social commerce and found that there was more than 30,000 literature from reputable international journals, then carried out a systematic study of aspects of social trade by synthesizing 427 scientific literature originating from journal publications and processes between 2008 and 2019. Does this study focus on two research questions: (1) how social commerce develops and the difference with e-commerce? (2) What research methods have been used in social trade to measure product repurchase intentions by consumers? And what variables are widely used to measure the level of product repurchase intention by consumers? From the results of the mapping that has been done, it can be seen that aspects of social commerce including definitions, differences in e-commerce and s-commerce, types and methods of measurement, technology, challenges and benefits, formulation of models and frameworks. Finally, we offer guidance on the direction for future research, with different methods so that it can produce proper guidelines for marketers in determining the right marketing strategy.