Purpose – Despite the growing popularity of internet based social media on e-commerce platforms, systematic examination of the emerging phenomenon is scarce. This paper aims to study whether online retailers ' social activity on e-commerce platforms improves their business performance, and if...

The popularity of social networking websites has spurred wide applications of socializing functions in online marketplaces, making them social commerce platforms. In the effort of promoting business and building brand, a large number of small-sized online retailers (e-tailers) increasingly rely...