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Introduction
The emergence of Web 2.0 applications transferred human approach to the web and interconnectivity among users ([30] Mueller et al. , 2011). Virtual world is the other development of Web 2.0, enabling people to interact on the internet ([30] Mueller et al. , 2011). The social interactions of people on the internet, especially in social networking sites (SNSs), have created a new stream in e-commerce. This new stream is social commerce. Social commerce is the use of Web 2.0 and social technologies to support interactions in an online context to support consumers' acquisition of services and products on the internet ([24] Liang and Turban, 2011). Web 2.0 is a phenomenon that has transferred internet and the WWW to a social environment, creating platforms where people can interact and create content online ([21] Lai and Turban, 2008). This advancement has also elevated online communities to a level where new business plans can be developed and implemented ([26] Lu et al. , 2010). The co-create environment has changed the passive behaviour of users to become active content creators on the internet ([16] Hajli, 2012; [44] Zwass, 2010).
In this environment consumers are not only buying a product or service, but they are creating content which can be a two-way value creation for customer and seller ([9] Do-Hyung et al. , 2007). Consequently, today's customer is displaying active behaviour while participating in a business process.
Consumers are active and they have social relationships with other friends, members of other communities and e-vendors. They communicate, rate other products, review others' opinions, participate in forums, share their experiences and recommend products and services. Hence they are supporting each other, both in an informational and emotional context.
Literature suggests that the next generation of online businesses will be based on communities to attract new customers ([4] Bagozzi and Dholakia, 2002; [33] Ridings and Gefen, 2004). Therefore, it is important for businesses to have a business model adapted to social commerce ([25] Lorenzo et al. , 2007; [24] Liang and Turban, 2011). Some research has shown that potential consumers are more interested in other people's recommendations rather than merely vendor generated product information ([33] Ridings and Gefen, 2004). This can best be achieved by online rating, recommendation and voting in...