Factors influencing the success of small/medium business through social commerce.

Abstract

The purpose of this study is to study the factors that can influence consumers to make purchase through social media and to identify which factors can SMB brands control to be able to influence consumers’ decision. The results of the qualitative research show that convenience is the key driver to influence purchase decision on social media as it is already part of their daily ritual and the quality of the product needs to match the promise as this is one of the obstacles indicated by the respondents as opposed to when they shop in an actual store where they can evaluate the product and make transaction right away. The recommendations aim to provide SMB brands with actionable strategies and areas they need to focus on to become successful on building their business through social commerce.