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Economic and Business Horizon
Published by Publindo Akademika
ISSN : -     EISSN : 29632765     DOI : 10.54518/ebh
Core Subject : Economy,
Economics, Econometrics & Finance
Economic and Business Horizon (EBH) is an open access journal that publishes multidisciplinary economic and business research in an inclusive scope and format. It allows academics, scholars, and researchers with different backgrounds to share useful research results in the fields of management, marketing, finance, accounting, banking, information systems, corporate governance, business ethics etc. In addition, they can submit their work in the form of empirical research, theoretical and conceptual ideas, reviews, letters, and applied studies. The journal applies an efficient and objective peer review by considering each submission based on scientific merit and research integrity. This journal aims to make a significant contribution to research and knowledge worldwide through original and high-quality publications.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 101 Documents
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Trust in Social Commerce: A Bibliometric Analysis of Live Endorsement and Social Proof in the TikTok Shop Era Jati, Hafidz Mahkota; Wijaya, Tony; Utama, Agung
Economic and Business Horizon Vol. 5 No. 2 (2026): March
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.2.2026.1121

Abstract

The rapid growth of digital platforms has transformed social commerce into a key channel for online consumer engagement and transactions. This study aims to provide a comprehensive bibliometric review of the evolution of social commerce research, with a focus on trust, live endorsement, and social proof. Through the analysis of 106 Scopus publications (2013-2025) using VOSviewer, this study maps the network of keywords, author collaboration, and joint citations. The results showed that Business (27.9%), Computer Science (24.2%), and Social Sciences (14.6%) were the dominant disciplines. Geographically, Malaysia, China, and the United States are the main contributors. The cluster analysis identified five key themes, including Platform and Adoption, Social Proof, and Quality of Interaction. The study confirms a significant research gap: core topics such as trust and live streaming commerce are identified as still isolated from the main literature networks. These findings provide practical and theoretical implications by highlighting the need for more integrated research frameworks and encouraging practitioners to shift their strategic focus from purchase intention to actual sales conversion.

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