التكامل الاقتصادي

Social Media Usage And Commercial Performance In Algeria: The Moderating Role Of Digital Trust And Transactional Infrastructures

Auteurs : Mahida Hanane . Mehor Hadj Mhamed .

Résumé

Abstract: This study aims to examine the impact of social media usage on the commercial performance of sellers and micro-enterprises in Algeria, with a focus on the roles of digital trust and transactional infrastructures. The research adopts a quantitative explanatory approach based on data collected from 450 active users of Facebook , Instagram, TikTok and WhatsApp Business, analyzed using multiple regression. The results indicate that the intensity of social media use and digital trust have a positive and significant effect on commercial performance, while transactional infrastructures positively moderate this relationship by enhancing the effectiveness of social commerce in emerging digital markets such as Algeria and similar contexts, highlighting managerial implications for public decision-makers and entrepreneurs within a rapidly evolving digital environment.

Mots clés

Social commerce ; social media ; digital trust ; transactional infrastructures ; commercial performance