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A Comprehensive Literature Review of Acceptance and Usage Studies in the Social Commerce Field

Different studies have considered social commerce as a new paradigm in the field of business and commerce for about a decade and addressed the identification of factors affecting its acceptance. The present study sought to thoroughly review previous research related to the adoption of social commerce. For this purpose, a systematic review of the literature was used with primary and secondary search strategies by utilizing two approaches. First, two hundred sources were reviewed using criteria such as business transactions, social commerce approach, the applied social media, customer engagement cycle, value creation and value co-creation methods, as well as the type of business based on product or service offerings, the innovation space, the employed fundamental theories, and the research method of the studies. Then, the trends and findings from the observed results in the quantitative approach were analysed, followed by distinguishing three generations of social commerce acceptance studies that were conducted over this decade. The results revealed that trust, perceived usefulness, and socialization skills have the greatest impact on social commerce acceptance. Among the various platforms, social networks and microblogs, as well as some e-commerce sites equipped with social constructs were the most used cases in social commerce. The applied theories and models in acceptance studies varied extensively while the technology acceptance model, and the theories related to the planned behaviour, rational action, and social support were frequently used. In addition, different studies focused on user behaviour and the cognitive space of innovation and business-to-customer transactions, which mainly evaluated the sale of goods through social commerce while the scope of service provision was less prominent. Regarding the research method, most of the studies were non-experimental, descriptive, and survey and the main sources of the dissemination of social commerce acceptance research were journal articles. Role Theory, Social Proof Theory, Motivational Models, Self-regulation Framework, Goal-Directed Behaviour Model, Social Resources Theory, Push-Pull-Mooring Framework, Consumer Value Theory, Web Usage Theory, Contingency Theory, Resource-Based View Theory.


INTRODUCTION
The rapid advent and advancement of social media and Web 2.0 have provided a wonderful potential to convert e-commerce from a product-oriented environment to a social-based and customer-centered field [1]. Social media basically refers to Internetbased applications built on Web 2.0 while Web 2.0 refers to a concept and a platform for collective intelligence utilization [2]. In this context, social sciences and experiences are available for the customers, which support them for better understanding their online buying purposes, as well as making more conscious and correct purchase decisions [3]. Further, all online businesses can capture the customers' behaviour, which gives them intuitions into their shopping experiences and expectations and help them to develop successful business guidelines [4]. Therefore, users should adopt social commerce as an innovation. The acceptance of innovation is considered as a process, which results in initiating the use of a product, process, or application.
The adoption of innovation typically involves a three-step process including its preacceptance, acceptance, and persistence, which is the output of the stage of decisionmaking and willingness for acceptance. So far, innovation research has been technology-centric in history since its origins are economic issues and technology management [5] [6].
The motivation for the present study was to analyze the studies of social commerce acceptance. To this end, the sources of interest for the two groups of audience were evaluated based on the interest of the target audiences of the present study including the first category of audience seeking to gain commercial advantage through social commerce. Studies can open the door to these audiences and guide them through relevant research by analyzing the following issues.
 The type of social media under consideration;  The type of applied business transaction;  The thematic focus area;  The type of social commerce focus on the customer engagement cycle;  Value creation and value co-creation through social commerce;  The focus of studies on function areas;  The extent of the focus of studies on product buying or service provision;  Social commerce approach;  A focus on the geographical and temporal focus of social commerce The second category belongs to the audience seeking methods to embrace innovation and view social commerce as an innovation needed for adoption. These people are normally the researchers who attempt to steer society toward the right alignment with innovation. The evaluation of adoption stages, innovation spaces, the applied basic theories, as well as effective and influential factors, the types of research methods, and research outputs can help the audience and guide them for research.
To this end, a systematic literature review (SLR) and the research were conducted based on research questions which were purposefully designed to address the interests of these two groups of audience. Furthermore, two quantitative and qualitative approaches were utilized to systematically review the resources. In the quantitative approach, the concerned metrics are typically categorized by the time or subject. Furthermore, the It is worth noting that searching was not limited to the publication year during the primary search process. Regarding the search process, the meanings in the studies conducted before 2010 were extremely old and highly archaic studies were considered for the review. Therefore, 2010 was selected as the starting year in the present study.

Study on Selection Criteria
The obtained results based on the early search strategy were filtered by using criteria in order to eliminate unrelated studies. The search results were shifted based on the following steps: Step 1. The results of the initial strategy were reviewed through their abstracts and studies with the following characteristics were sieved from the results.
• Non-English studies; • In general, unrelated studies which were restored due to the poor performance of the search string by the search engine; • Head articles, tutorials, poster sessions, centers, previews, and comments;

Quality Assessment
The quality of the qualified studies was evaluated based on the applied research method, as well as the quality of their reported results since these data were the only available alternative of quality assessment [16]. In general, quality assessment was performed based on three stages as follows.
Study Quality: In this step, the quality assessment checklist was used by considering the EBSE guidelines in the previously conducted SLR [9]. This checklist included general and special sections based on the research method encompassing a survey, case study, along with experiment and experience reports. All studies scored equal to or greater than 50% were considered in the present review and the remaining cases were eliminated accordingly.
Publication Quality: The journal impact factor was utilized based on the ranking of 2018 in order to appraise the quality of the outlet where the papers were published, followed by reviewing only those articles with an impact factor greater than 1.
Assessment of the Impact of the Paper: In this stage, article citations were checked through Google Scholar to evaluate the impact of the published papers.

Assessment of the Other Resources:
Considering four types of sources including the journal article, conference paper, chapter book, and thesis, evaluating the quality of sources other than the journal article was necessary. Thus, the selection of the book chapters, the author, the publications, and the direct relation with the subject were considered as the criteria for selection. Additionally, the level of the science of respective universities was the criterion for selecting the theses. Eventually, conference selection criteria included conference organizer, scientific committee, conference internationality, valid conference index, and thematic relationship with social commerce.

Data Extraction
Three types of data including publication details, context description, and findings were extracted based on the guidance provided in the previous research [17]. In addition, publication details included titles, authors, journal/conference/book chapters/thesis information, and the impact factor of the journal, conference index, and the year of publication. Further, context description encompassed a research method, data collection method, social commerce approach, social media type, business transaction, adoption types, as well as the design of data collection methods and instruments. Finally, the findings included the relationship between social commerce parameters and intention to use, influential adoption parameters, customer characteristics, and social commerce characteristics, as well as the relationship between social commerce and customer, and the geographical distribution of social commerce adoption.

Data Synthesis and Analysis
To answer research questions, the findings of all 203 studies were analysed to extract their outcomes regarding the social commerce-adoption relationship. The results of the scientific inquiry into 203 studies were categorized into four segments. The first segment was related to the adoption stage with four areas including the paper title, preadoption stage, adoption stage, and post-adoption stage. The adoption type was identified based on the keywords in the abstract, introduction, and research model. The second segment belonged to the parameters affecting and being affected by social 126 International Journal of Electronic Commerce Studies

Social Commerce Approach
In general, two approaches can be addressed to use social commerce. The first approach uses technology instruments through social media and incorporates business processes. The second approach is related to the time the social constructs are transferred to the electronic platform of business processes. However, both approaches are observed in the studies conducted on accepting social commerce. For example, social media such as Facebook, Twitter, LinkedIn, and the like are visible in the social media instruments which are employed for business and commerce processes, as well as commercial websites such as HP, Coca-Cola, Amazon, Groupon, and others cases which use the second approach. Table 2 presents the types of platforms in social commerce acceptance research based on the type of the applied approach and the extent of using each platform in the studies.

Types of Social Media
Considering the various types of social media, the level of attention and utilization of a diversity of social media are considered as the most remarkable points in the study of social media.
The types of applied social media in the research included the social network, microblog, blog, wiki, RSS, social tagging, podcast, virtual communities, video sharing, and image sharing. Figure 2 depicts the extent to which studies focus on a variety of social media. Social networks are the most commonly used social media, in which microblogs and blogs are at the forefront. In addition to the applied social media in commerce, another approach for social commerce encompasses sites related to social buying, social service, social gaming, and group buying, which provide goods and services with social commerce constructs such as forums and communities, rating and reviews, along with recommendation and referrals.

Thematic Focus Area
The use of the focus on subject area is considered as one of the methods for analysing studies, upon which some studies have focused solely on specialized business areas and the acceptance of social commerce in these areas. Some of these areas include marketing, entrepreneurship, product sales, service delivery, teamwork, and customer relationship management. Recently, several studies have addressed the user and issues such as shopping behaviour, adaptive behaviour, adoption patterns, and behavioural continuity. The third focal area is related to transaction studies including reviewing the interaction, information, social structures, and social media. Each of these domains has some sub-domains or focus areas. Figure 3 illustrates the focus area of studies, along with the number of studies conducted in each area.  It should be noted that some studies addressed several areas, especially at the second level, with more focused levels. Furthermore, some studies simultaneously focused on several areas, and thus the total number of studies conducted on each focus area was larger than the total number of studies.

Value Creation and Value Co-creation
The emergence of value creation and value co-creation through social media activities is regarded as one of the potentials of social media. The 5C categorization is based on the actions which are enabled by the social media instruments, including communicating, collaborating, connecting, completing, and combining. Given the purpose of the present study regarding evaluating the acceptance of social commerce, the 5C framework allows analysing the functions of social media in this area for value creation and co-creation. Table 3 presents the value creation and co-creation mechanisms [18]. Based on these mechanisms, various studies were evaluated and the impact of each study was determined on each of the stages of value co-creation. Accordingly, some studies focused on one of the functions while the other cases emphasized several co-creation functions. Figure 4 displays the degree of attention to each of the value co-creation stages in the studies of social commerce adoption.

Table 3. Examples of social media applications based on a 5C categorization
Source: [19] The aspects of the value creation and co-creation from the articles were analysed based on the degree to which they described the mechanisms of value creation and co-creation, as well as the extent to which the articles of various media played the roles of social recognition. The second method belonged to the use of the 5C framework for analysing social media functions in more detail and determining their provided evidence.  Table 4 reports each of the value creation mechanisms by separate studies. As shown, a solid black circle is used to determine which studies identify the various social media roles and mechanisms for creating or co-creating value. Describing the studies in which the value creation or co-creation mechanisms of social media are mentioned is the sign of the empty circle although the half-full circle determines which studies evaluate the value creation or co-creation to some extent.

The Cycle of Customer Engagement
Given that social media is based on engagement, analysing studies based on the level of attention to each stage of the customer involvement and engagement cycle can indicate the importance of each of these steps in accepting social commerce. Customer engagement focuses on customer satisfaction by providing higher values for : Studies which elaborate on different roles and mechanisms of social media in creating or co-creating value; : : Studies in which social media-related value creation or co-creation mechanisms and associated social media roles have ambiguously commented or paved the way for interpretation; : : Studies in which value creation or co-creation mechanisms or social media roles are mentioned while not being described accurately.

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International Journal of Electronic Commerce Studies competitors in order to build trust and commitment to long-term relationships. The affected customers are considered as the partners who work with vendors in increasing the value in order to better meet their needs, as well as the needs of other customers. In addition, interactive social media greatly facilitates the process of creating sincere, durable relationships through trust and commitment between buyers and sellers. Further, client involvement engages the clients through emotional constraints in their relationship. The process of creating customer involvement is formed by the customer engagement cycle. Furthermore, the idea of the customer engagement cycle is used and referred to as the stages of awareness, attention, research, purchasing, and durability, indicating the stages of the procurement process. Additionally, this process is utilized to help the customers decide on a particular product for the feedback loop regarding their future purchases instead of engaging them, which may have been the first for a new customer to choose which products to buy. The stages of customer engagement include connecting, interacting, satisfying, durability, committing, supporting, and engaging. Figure 5 displays the results of evaluating studies, which were conducted in the field of social commerce acceptance and the focus on each stage of the customer engagement cycle. As shown, the stages of interaction, connectivity, and satisfaction have attracted the most attention in the acceptance of social commerce in the investigation.

Applied Area of Study
Studies have typically focused on one or more functional area(s). The studied areas of research extremely differ and include both the delivery of goods and the provision of services. In addition, some studies have covered both the provision of services and goods. Figure 6 exhibits the amount of attention paid to the study of the acceptance of social commerce to the delivery of goods and the provision of services. It is possible to determine the distribution of studies and precise application areas. Figure 7 depicts what type of application which was emphasized by the study.

Business Transactions
The studies of social commerce adoption can be reviewed relying on the transactions in the electronic business. Transactions represent the parties which are involved in the business. Accordingly, studies were reviewed based on their focus on business transactions. Based on the results, B2C, C2C, and B2B transactions acquired the highest attention in the studies. The distribution of the types of studies on transactions is shown in Figure 7.

Innovation Adoption
The comparison and classification are based on the technology-organizationenvironment (TOE) framework, which is developed in technology innovation processes by Tornatzky and Fleischer [20]. The TOE framework is considered as an organizationlevel theory, which addresses three different elements influencing organizational decisions. These three elements involve technological, organizational, and environmental contexts. All three cases are confirmed to be effective in technological innovation [20]. Based on this framework, the present review evaluated studies on the acceptance of social commerce and their focus on one of these three areas. Accordingly, 54% of studies focused on the field of environment and related issues in the field of social commerce acceptance. Technology and technological factors are considered as the second parameter and account for about 29% of the studies. Finally, organizational variables and factors involve 17% of all studies.
To determine the context of the studies, the technology context was divided into social media, platforms, electronic business, and information systems, followed by assigning the environmental context to individual, social, and cultural factors. Further, organizational context included performance, value chain, readiness, strategy, and business models. Table 5 provides a distribution of studies based on context and subcontexts. The dominant domain in the study was considered to determine the context of the studies. This is because studies related to the admission of social commerce typically cover different fields although the focus of studies and their dominant fields are considered for segmentation.

Adoption Phases
Adoption is regarded as one of the major trends associated with innovation, which focuses on incentive factors or barriers regarding deciding for innovation adoption [21]. Adoption to innovation normally involves a three-stage cycle including pre-adoption, adoption, and post-adoption and a decision to adopt is considered as the output of the pre-adoption stage. Innovation studies are historically technology-driven due to their economic issues and technology management 5,6 . In this regard, the studies are evaluated by focusing on each stage of innovation adoption. Based on the characteristics of each of the adoption steps and their impact on adoption, some keywords can be identified as an indicator at each stage. For example, studies related to the pre-adoption stage normally used keywords such as "the intention to social commerce adoption", buy, word of mouth", and other factors which are required for adoption. Furthermore, the adoption and acceptance stage was characterized by keywords such as "behavioural intention", "intention to participate", "intention to buy, acceptance, and use", and other variables. Additionally, post-adoption studies were identified by keywords such as "satisfaction", "loyalty", "continuity of use", and "continuity of intention". Eventually, the studies which considered some concepts such as branding, knowledge sharing, operational efficiency, and innovation, as well as those related to the institutionalization of social commerce are considered as post-adoption studies. Table 6 represents the usage rate of each keyword. Behavioural Intention (26%), intention to use (16%), intention to buy (48%), social commerce intention (14%), and word of mouth intention (8%) Adoption Use and acceptance (38%), buy decision (31%), continues intention (13%), and other keywords such as value co-creation, customer perception, customer behaviour, and the like (18%) Post-adoption Satisfaction (19%), loyalty (24%), continues behaviour (14%), continues use (10%), and the other keywords such as brand co-creation, knowledge sharing, and the like (33%) Figure 10 illustrates the distribution of time-dependent studies of each section based on the categorization of studies on the pre-adoption, adoption, and post-adoption stages.

Basic Theory
The basic theory is discussed as one of the perspectives which can be used to evaluate the studies. The applied theory demonstrates a research orientation. Several theories are used in the study of the acceptance and use of social commerce, which are from different domains including the psychology (e.g., the attribution theory, stimulusorganism-response model, flow theory, and the like), information system (e.g., the model related to information system success and information model), mathematics (e.g., graph, game, and network theory), social science (e.g., social capital theory), and business transaction (e.g., customer value theory) domains, and the like. Figure 17 displays the temporal distribution of theories in the studies and Table 7 presents basic domains and theories based on their usage rate and perspective focus.

Innovation Space
The innovation space was introduced by Badilescu in order to evaluate the distance between knowledge created by the introduction of innovation and to reduce and bridge the knowledge gap. This method includes informational, cognitive, and social spaces [22]. Ford considers cognitive space as a dark space [23]. In addition, cognitive space is somehow related to the skills of the individuals. Considering the social space, the smallest social structure, which plays a dominant role in accepting innovation, is considered as a community of practice and is characterized by a close relationship between its members. Further, this community is of great importance for the first stage of the acceptance of the innovator regarding creating new methods of action. Furthermore, this social structure is critical for the diffusion of innovation since its members are the first to represent innovation application and discover how to overcome the initial problems. The members of this community are professionals who know each other and frequently meet face to face [24]. Information space like the social space uses practical and cognitive skills to acquire information. Additionally, queries, analyses, assessments of information needs, and the decisions are affected by the actual skills and information retrieved from both sources.
It is worth noting that some studies have addressed more than one area of innovation. In addition, the trend of using innovative spaces in the context of the acceptance of social commerce represents that primary studies have focused more on the cognitive space of innovation acceptance and sought to identify the individual characteristics, perceptions, and skills which led to the acceptance of social commerce. In the following section, the tendency toward information space is observed in the study (e.g., focusing on media types, their features, media attraction factors, and the like). Further, recent studies have highlighted the social dimensions of acceptance in social commerce, which are considered as the third wave of studies.
Attention to the considered factors in the studies is regarded as one of the applicable approaches for evaluating the innovation space in social entrepreneurship acceptance studies. Accordingly, the main influencing factors in all social commerce acceptance studies were identified and listed in terms of their application and area of influence. Each of these factors can represent a focus on an innovation space. Table 8 presents the concerned innovation space identified for each factor and the focus of each factor on each of the aspects of TOE theory.

The Types of Research Methods Used in Studies
Based on the classification charts shown in Figure 18, the studies are divided into experimental and non-experimental categories, each of which has some sub-categories. Based on these categories, the type of applied research method in the study of social commerce was evaluated and classified into three levels by considering the number of studies.  To review the applied methods accurately, Figure 16 depicts the extent of the use of applied methods based on time and method distribution.

Research References
Various sources have published social commerce adoption studies. Some of these resources were discussed in the present study. In this regard, journal paper, conference paper, academic thesis, and book chapters were evaluated based on the strategies followed in the present study regarding selecting research resources. Figure 17 illustrates the temporal distribution of the results of different references.  Figure 17. Temporal distribution of studies based on resource types The focus of various journals regarding the publication of studies related to the acceptance of social commerce is shown in Figure 18 and Table 9

Research Output
The research outputs were reviewed to identify the types of research results. Figure 19 displays the research output mind map.

CONCLUSIONS
Social commerce as a new paradigm in the field of commerce has experienced various trends from different perspectives over the short period of its life. More precisely, over the past decade, three evolutionary periods have been highlighted in social commerce acceptance studies. The first generation was related to studies in which the applied platform was considered as the social media that hosted business processes and relied on social media. A prime example is the Facebook social network which has the most studies, followed by the Twitter microblog. This generation of short-lived studies focused on business-to-customer transactions, especially the cognitive environment of innovation acceptance. Furthermore, these studies addressed user behaviour and the pre-acceptance stages of social commerce since they sought to find users who were attracted to social commerce. Value mechanisms relied solely on communication between the users and business activities were nearly exclusively marketed in this space.
In the customer engagement cycle, their focus was on connecting the customer to the social space of the business and most studies were conducted using the surveys. The output of studies in this generation typically focused on identifying factors influencing customers' willingness to embrace social commerce, especially those business activities which sought to sell the product. The basic applied theories in the studies of this generation were mainly theories of technology adoption such as the technology acceptance model, the theory of planned behaviour, and the theory of rational action. Additionally, factors used as the determinants of social commerce acceptance were individual factors which focused on the social commerce customer.
In addition, a new approach to social commerce was gradually considered in the second generation of social commerce acceptance studies, with businesses moving to an ecommerce platform toward using social structures in business. Companies such as Amazon, Groupon, Coupang, Wal-Mart, and eBay were included in these studies. Such companies used a second approach to e-commerce, in which business processes were considered as the core infrastructure and social structures were added to the infrastructure as well. In this generation, more diverse business transactions were considered, including business-to-customer and customer-to-customer transactions, as well as business-to-customer transactions which were significant in all three generations. Further, innovation acceptance studies that have now passed the preacceptance phase have focused on the innovation acceptance stage. At this stage, the acceptance of social commerce by businesses was considered in addition to paying attention to the customers, as well as the outputs of studies and the customer behaviour on business behaviour with components such as marketing, branding, teamwork, customer engagement, customer relationship management, and the like. This generation of studies addressed the delivery of services over social commerce and in some areas of services such as entertainment, education, and tourism. Furthermore, these studies focused on the information space of innovation in the field of social commerce in addition to the cognitive space and considered information enrichment, along with easy and inexpensive access to information on social media as one of the key components of acceptance. Additionally, studies were used in this generation of experimental, conceptual, and contextual studies and case studies in addition to surveying methods. Further, mathematical theories such as graph, network, and game theories were increasingly used in studies and particular attention was paid to social theories, especially social support and social influence theories. Furthermore, such studies typically provided the models of acceptance by customers and businesses and some studies sought to present policies, challenges, threats, and opportunities as well. Unlike the previous generation of studies which focused on individual factors such as perceived ease of use, perceived usefulness, attitude, this generation of studies emphasized interpersonal factors and relationships such as perceived trust, satisfaction, perceived privacy, experience, reputation, perceived value, and the like. Geographic focus unlike the first generation of studies focusing on countries such as China, the United Kingdom, and the United States, geographic diversity of studies has developed and different countries such as Germany, Australia, South Korea, Malaysia, Canada, Sweden, and Spain was added to the field of active countries in the social commerce development and studies.
Additionally, the third generation of social commerce studies, as a mature generation, focused on the stages of acceptance and after acceptance of social commerce by customers and businesses. This generation even pushed businesses which had a strong focus on the business process to social commerce. Studies of companies such as Fashion Bag, Yelp, Best Bay, House of Fashion, Hellodc, Meilishuo, and the like demonstrate a second approach to social commerce for businesses that have attempted to add social media instruments to their business processes. In this generation, a variety of business transactions were studied in the context of social commerce such as business transactions with employees and even with the government. It should be noted that some state-owned businesses are joining the process and some third-generation studies focus on government transactions with customers, employees, and businesses in the context of social commerce platforms. In addition, government transactions are observed in the third generation, reflecting the analysis and risk-taking of state-owned companies in joining new trends in technology. In this generation, social media services such as product sales have received special attention. The focus on businesses and the adoption of social commerce are becoming more pronounced and even more attention is given to business models, service delivery, entrepreneurship, crowdsourcing, and crowdfunding although in limited studies. Further, customers are still the focus in this generation of studies and this time special attention is paid to social factors such as social presence, social capital, and social loafing although studies in this field are extremely rare. The two new added areas to the focus of studies are the focus of system studies and media studies. Factors such as system, platform, content, and service quality are evaluated in this area. The variety of theories used as the basic theories in this generation increases since theories such as attribution theory, information system success model, stimulus, organism, response model, institutional theory, Porter competitive forces model, Hofstede cultural model, social learning theory, expectation theory, customer value theory, and the like are concerned with different areas such as psychology, social psychology, information systems, organizational behaviour, and the like. Unlike the previous two generations, which emphasized the two stages of connectivity and interaction in the customer engagement cycle, studies of this generation focused on the stages of satisfaction, durability, commitment, support, and engagement. Furthermore, third-generation studies are looking at the value creation of networking, complementing, and combining methods which are considered as the main potentials of social media. The variety of studied media in this generation is enormous. Unlike the other two generations, with a major focus on social networks and microblogs, this generation addressed a variety of media including video sharing, image sharing, social messenger, group shopping sites, blogs, and social games, online communities, social services sites, and social shopping sites in addition to social networks and microblogs. Interesting transactions in the cognitive space of innovation from interpersonal transactions in the second generation became social transactions extensively based on the social space of innovation. The use of social factors in studies indicates this issue. Eventually, the methods of field studies and reviews are significant in this generation, as well as the method of surveying which has a special place in the studies of all three generations.

IMPLICATIONS
Several trends are evident in the studies concerning the business audience approach. Previous studies further addressed the first social commerce approach focusing on social media platforms (e.g., Facebook, LinkedIn, and Twitter) instead of the business processes platform-based approach with social constructs. In terms of the applied social media in studies, social networks and microblogs ranked the highest. Considering the three distinct areas of user or customer, business, and transaction as the three entities of social commerce, most studies focus on the user or customer and fall into the next category of transaction and business role issues have the least amount of studies. Additionally, the mechanisms of value creation through social commerce focus on the stages of collaboration and communication. In the customer engagement cycle, two stages of interaction and connectivity have the greatest potential for engagement in social commerce. In addition, most studies on the acceptance of social commerce focused on the provision of goods. Among the business transactions, the business transaction with the customer (B2C) received the most attention. Geographically, continental, Asian, and country-by-country, the United States has the largest number of studies on social commerce acceptance. Concerning the researcher's audience approach, several noteworthy trends emerged from the reviews. Most outputs of acceptance studies emphasized presenting an acceptance model which focuses on the role of the customer and the user. Journal articles addressed social commerce acceptance more than any other source. Further, trust was considered as one of the most important components which was used as an influencing variable on social commerce acceptance. Regarding research methods, surveying was one of the most widely used methods in all the studied years. Among the basic theories, the technology acceptance model, social support theory, reasoned action theory, and planned behaviour theory were the most widely applied theories. Among the acceptance stages, most studies, especially in recent years, have addressed the adoption stage. Finally, the cognitive space was considered as the innovation space in most studies.

FUTURE STUDIES
Based on observable trends in the resource review of business-oriented and researchbased approaches, the following recommendations were provided based on the existing research gaps.