This paper investigates satisfaction and loyalty in social commerce by integrating the role of emotion as a mediating …, social commerce construct, perceived usefulness, and emotion. Using the mentioned constructs, this paper successfully … proposes a new validated model to explain satisfaction and loyalty in social commerce. Structural Equation Modelling (SEM) has …

on the success of this practice. The question of whether social media can indeed have an impact on social commerce …, satisfaction, trust, perceived usefulness, social commerce performance, and the direct effect of social media use on social … positively impacts social commerce performance. This study consequently suggests that small and micro-enterprise owners …