A Conceptual Framework for the Evolution of C2C Social Commerce Business Models in Tunisia

Abstract

Facebook is the preferred social networking service (SNS) platform among Tunisian users for social commerce (SC) and consumer-to-consumer (C2C) commercial activities. This article aims to increase the understanding of the influencing factors of C2C SC activities and provide a new interpretation of the evolution of C2C SC models in Tunisia's fastest growing trend. In order to fulfill this goal, we performed a literature review to update existing multi-facet framework that combines four important dimensions with new fundamental components: incentive systems, information and communication technologies (ICT), participative web, and e-business rules and regulations. This study has shown that these influencing factors are the key ingredients driving the evolution of C2C SC business models in Tunisia and the consideration of the four dimensions founded in our study will aid ECOM professionals to enable the widespread occurrence of C2C SC activities and can drive the success of these business models in Tunisia.