Social Commerce in Qatar - CMUQ

The purpose of the study is to investigates the factors that shape social commerce in the Qatari context.

The Qatari local context is significant and merits research because the sociocultural norms and ideologies shape behaviors of users and affect how they engage with one another online, and also how they engage in social commerce. The study proposes a model that will conceptualize the factors that constitute customer online engagement and purchase intention in social commerce activities on social media platforms, with cultural influencers in the Qatari context.