Nimeke nimiösivulta.en collected from three countries-Italy, Pakistan, and Australia-in order to have a diverse perspective on consumers around the world. The data comes from consumers who participate in social commerce and whose shopping decisions are influenced by Facebook. As social commerce is a rather new and unstructured phenomenon, this dissertation focused on the consumers’ perspective and the most popular social networking site, Facebook, thus providing a baseline theoretical model of further research with different categories, target audiences, and constructs.
