Social Commerce
The increasing popularity of social media (e.g., Facebook, Twitter, Microblog, and WeChat) has opened up a new era of electronic commerce called social commerce. Moreover, online consumers prefer to seek suggestions from other consumers, discuss products or services, and have social interactions with others. Social commerce includes two essential elements: social media and commercial activities. Thus, previous studies have identified two major types of social commerce: (1) traditional e-commerce platforms that incorporate social tools to allow social sharing and interaction; and (2) social media platforms that incorporate commercial features to facilitate transactions. Social commerce can promote online transactions with the support of a large network of online peers, and it is believed to bring significant benefits to business and society in the near future. Social commerce is considered as “one of the most challenging research arenas in the coming decade”. However, existing literature on this topic is still limited. This track invites researchers that provide novel theoretical and practical perspectives on understanding online consumer behavior in social commerce. This track welcomes all types of research method orientations: conceptual, theoretical, empirical, and analytical.


Topics of interest include, but are not limited to:
User behavior in social commerce
Social network analysis in social commerce
Big data analytics in social commerce
Social commerce adoption strategies
Security and privacy policy in social commerce
New business models in social commerce
Personalized marketing in social commerce
New theories and methodologies to describe and explain the phenomenon of social commerce


Track Co-Chairs:
Yuanchun Jiang, Professor,, Hefei University of Technology, China
Yezheng Liu, Professor,, Hefei University of Technology, China
Xiayu Chen, Instructor,, Hefei University of Technology, China


Track AEs:
Jennifer Shang, University of Pittsburgh, United States
Xi Liu, Brunel University London, United Kingdom
Kui Yu, University of South Australia, Australia
Jianshan Sun, Hefei University of Technology, China
Ming Liu, Nanjing University of Science and Technology, China
Wei Gu, University of Science and Technology Beijing, China
Xusen Cheng, University of International Business and Economics, China
Wei Xu, Renmin University of China, China
Liming Yao, Sichuan University, China
Gang Wang, Hefei University of Technology, China
Jing Han, Shaanxi Normal University, China