Due to the increasing ubiquity and acceptance of online shopping, social commerce research has attracted the attention of many scholars, leading to an exponential growth of the literature within a short span of a few years. Among the numerous investigations in the field, research relating to online content is warranted owing to the rapid evolution of content and its importance in the shopping arena. This study systematically reviews the literature on various dimensions of content and how these dimensions influence customer-level outcomes in social commerce. The study adopts a framework-based approach and organizes 169 content-focused research articles. The framework proposes three content dimensions—format, source, and platform, and four outcome categories based on transactionality and favorability of outcomes. The findings reveal an evolution of content dimensions and consumer behavior outcomes. Additionally, identified gaps and future research directions have been discussed.

中文翻译：

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社交商务中在线内容的维度和作用：系统文献综述和未来研究议程

由于网上购物的日益普及和接受，社交商务研究引起了许多学者的关注，导致文献在短短几年内呈指数级增长。在该领域的众多调查中，由于内容的快速发展及其在购物领域的重要性，与在线内容相关的研究是有必要的。本研究系统地回顾了有关内容各个维度的文献以及这些维度如何影响社交商务中的客户级结果。该研究采用基于框架的方法，组织了 169 篇以内容为中心的研究文章。该框架提出了三个内容维度——格式、来源和平台，以及基于交易性和结果受欢迎程度的四个结果类别。研究结果揭示了内容维度和消费者行为结果的演变。此外，还讨论了已发现的差距和未来的研究方向。