Mediating Role of Brand Awareness in the Relationship Between Social Commerce Determinants and Business Performance Among Micro Foodpreneurs in Malaysia

The proliferation of social commerce has transformed the operational landscape for micro-enterprises, yet empirical understanding of how social commerce activities translate into tangible business outcomes remains limited. This study examines the influence of social commerce determinants on business performance through the mediating role of brand awareness among micro foodpreneurs in Malaysia. Drawing upon the Stimulus–Organism–Response (SOR) Theory and Social Exchange Theory (SET), this study investigates the effects of reviews and ratings, social media engagement, social media influencers, and convenience on business performance and brand awareness. A quantitative research design was employed using survey data collected from 330 Malaysian micro foodpreneurs. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that social commerce determinants do not exert significant direct effects on business performance. However, all four determinants significantly and positively influence brand awareness. Furthermore, brand awareness significantly affects business performance and mediates the relationships between social commerce determinants and performance outcomes. Convenience demonstrates the strongest mediation effect, while reviews and ratings and influencers exhibit marginal mediation effects. The findings suggest that social commerce contributes to business success primarily through brand-building mechanisms rather than direct transactional outcomes. This study extends existing social commerce literature by positioning brand awareness as a central explanatory construct and offers practical implications for micro foodpreneurs seeking sustainable growth in digital commerce environments.