S-commerce, a relatively new concept in e-commerce, is growing rapidly in terms of the number of s-commerce sites and the size of the market [Stephen & Toubia 2010]. S-commerce combines social networking with online shopping and to create new online marketplaces and communities based on SNSs. SNSs are websites that enable the development of web-based relationships through the collection and sharing of information. That is, SNSs allow consumers to participate actively in the marketing and selling of goods and services by using online marketplaces and communities [Stephen & Toubia 2010]. Essentially, SNSs provide users with the ability to network with other