This paper explores the transformative impact of Web 2.0 and online social connectedness on creating new business opportunities. Utilizing variance-based structural equation modeling through ADANCO software, it investigates how elements of social commerce (s-commerce) like forums, communities, ratings, reviews, and recommendations can empower businesses to innovate and excel in digital marketplaces. Focusing on trust as a pivotal component of e-commerce, the study provides a statistical model to predict the effectiveness of s-commerce strategies, highlighting the importance of understanding and harnessing the dynamics of online social interactions and trade relationships for business success.
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Patwa, Nitin, Monika Gupta, and Amit Mittal. "Modeling the influence of online communities and social commerce." Global Knowledge, Memory and Communication (2024).
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