Master of Business Administration Executive

Faculty / School

School of Business Studies (SBS)

Year of Award



Dr. Imran Khan, Assistant Professor, Department of Computer Science

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

This research investigates the adoption and acceptance of social commerce and live-streaming commerce in Pakistan, shedding light on the transformative nature of online shopping/e-commerce in Pakistan. Social commerce accelerated by platforms like Facebook, Instagram, and TikTok has grown substantially. At the same time, live-streaming commerce, which facilitates real-time interactions between sellers and consumers, is quickly gaining popularity. The research, encompassing data from 217 survey respondents, offers good insights into factors that influence the application and adoption of social commerce and live-streaming commerce for online shopping from the Pakistani perspective. The results show that a good majority of respondents (81%) use social commerce and live-streaming commerce platforms to research products. A staggering 87% and 65% of respondents recommend social commerce and live-streaming commerce respectively to their friends and family. Our research indicated that both price-saving orientation and facilitating conditions have a positive relationship with the adoption and acceptance of these newer e-commerce models. More focus on these two elements can increase the adoption of these e-commerce Models and help the economy grow. This study signifies the expanding role of Social Commerce and live-streaming commerce in Pakistan's e-commerce landscape. It underscores the importance of addressing user concerns and preferences to foster continued growth and evolution in this dynamic sector.


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