Consumers Behaviour, Social Media Engagement, and Impulsive Purchase Influence among Libyan Females: Literature Review

Many businesses have not taken steps in this business direction of analysing and manipulating the obsessive use of social media for transaction purposes. Thus, there is a gap between what the new social shopper wants and what features are currently available on social commerce thereby adversely affecting the sales and value of the social commerce retailers. Besides, there are limited studies done in Libya that focuses on this area. The main objective of this research is to identify the business model for social commerce that would increase sales conversion for its retailers. Literature review was conducted to find out the theoretical and empirical review regarding the research topic. The findings show that the application of this theory in social media enables to recognize the importance of community feelings and trust elements in social shopping and will pave the way for further research in this area. The results from this study will contribute to the findings from the Libyan's perspective.