A Multi-Dimensional Analysis of Factors Driving Social Commerce Adoption among Entrepreneurs

Abstract The several elements impacting social commerce acceptance among entrepreneurs are investigated in this paper. We examine data from 500 business owners from different sectors using a mixed-methods approach to pinpoint main factors and obstacles to social commerce deployment. Our results show that adoption of social commerce is much influenced by technical readiness, perceived usefulness, social influence, and entrepreneurial inclination. We also find moderating influences of company size and industry type. This study significantly adds to the increasing corpus of knowledge on social commerce and offers useful advice for companies looking to use social media channels for expansion and for legislators. Keywords: Social Commerce, Entrepreneurship, Technology Adoption, Digital Marketing, Social Media JEL Classification Number: M30, M31