Integrating the conceptual domains of social commerce: a meta-theoretical perspective

Scholarly inquiry within the domains of social commerce has grown rapidly and seems destined to be a goldmine of future research opportunities. However, it is now time to reflect and assess these independent and spiraling contributions using a meta-theoretical approach. This captures and establishes the similarities occurring concurrently within the domains and highlights the linkages between them. This produces a firmer conceptual underpinning for future first-order theory building in social commerce and highlights the need to rethink fundamental concepts, definitions, and traditional research approaches.