In the growing social commerce landscape, addressing seller uncertainty has become critical for fostering consumer … uncertainty in social commerce platforms by exploring pre-purchase customer-seller signals. Utilizing signaling theory, the … gathered from 368 social commerce users, providing robust insights into the factors that most significantly influence seller …

implementing green marketing under uncertainty about the effects of GPI. Design/methodology/approach - We examine an e-commerce (EC …

, focusing on two main variables: the scope of e-commerce use and the capacity for innovation. This research also uses Structural … adoption costs influence the extent to which MSMEs can utilize e-commerce, while government support plays a role in … e-commerce, development of innovation capabilities, and government support, which can help strengthen the …

The paper investigates the role of customer value co-creation practices within e-commerce platforms, drawing on service … which social expertise, organizational socialization, perceived effectiveness of e-commerce institutional mechanisms …. The survey with data from 335 e-commerce customers analyzed by PLS-SEM reports that all research hypotheses are supported …