The targeted social networking site is Facebook. Facebook is
chosen because it is the ‘‘largest social network in the world with 500
million active users of whom 50 percent log in on a daily basis’’ [37].
One global study on Facebook advertising found that companies in
many countries choose Facebook for advertising and use the site to
promote their campaigns or brands and to communicate with their
customers [70]. To test the research model, we develop an
experimental social commerce site on Facebook.