Social commerce is a new advancement of e-commerce that merges the commercial and social activities by deploying social technologies into e-commerce sites. Social commerce reintroduces e-commerce from the perspective of social media/ networks. This study was aimed to evaluate the individuals'...

The study is an empirical quantitative research. In light of intense literature review it proposes a new model for effectiveness of social commerce in Pakistan. It has three objectives. It firstly investigates the relationship between perceived risk, social networking focus, and perceived value...