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The COVID-19 pandemic and the adoption of social commerce among Egyptian social media users

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  • Mayada M. Aref

Abstract

This research empirically examined social commerce intention among Egyptian social network users during COVID-19 pandemic. The proposed model included trust toward social network sites, trust toward social network members, online social support, hedonistic and utilitarian browsing motivation, and the fear of COVID-19. Data, 384 respondents, was collected using an online structured questionnaire. Structural equation modelling was conducted to test the hypotheses and model fit. The role of gender, age, and social media use is studied among different groups. The results confirmed that social network sites' trust and online social support positively influence social commerce intention. Also, there is a significant indirect relationship between social site members trust, hedonistic motivation, and social commerce intention. The online social support, social commerce intention, and the fear of COVID-19 were higher among females than males. The COVID-19 pandemic increased the diffusion of social commerce in developing countries and proved the significance of digital transformation.

Suggested Citation

  • Mayada M. Aref, 2026. "The COVID-19 pandemic and the adoption of social commerce among Egyptian social media users," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 51(3), pages 321-342.
    • Handle: RePEc:ids:ijbisy:v:51:y:2026:i:3:p:321-342
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