Abstract

In this paper, we introduce an analytical lens for studying the process and social dynamics of social commerce. By critically reviewing social commerce literature, we propose a dynamic processoriented approach to complement the traditional one-way prediction-based research approach. Moreover, we introduce a theoretical framework that brings together economic, social and cultural perspectives to fully understand individual’s practices in social commerce. Drawing on Bourdieu’s practice theory, we attempt to reveal the different benefits pursued by the diverse types of individuals who participate in social commerce and elaborate on their practices for achieving particular benefits. For ease of discussion, we elaborate on our research approach and framework under the context of dietary supplements (DS) social commerce. We expect to uncover the differential social distinctions and the logic of practice in social commerce. Our paper may contribute to our knowledge of the impacts of social and cultural factors on social commerce business model. It may help extend and adapt Bourdieu’s practice theory to the social media age. More importantly, our research may have implications for the design of social commerce platforms. By understanding the social status distinctions in social commerce, designers of platforms could attract and retain the targeted audiences by providing corresponding status markers that appeal to these groups of people and by actively participating in formulating the logic of practice in the field.

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