Marketing is one of the two main activities in social commerce (s-commerce) where this type of e-commerce is dominated by sole entrepreneurs. Marketing requires a large allocation of cost while financial resources of the online entrepreneurs are limited. Thus, they need to focus on the most effective marketing strategy. Studies pertaining to the effect of marketing tools for online entrepreneurs’ business performance in s-commerce are rather limited. As such, this study assessed the relationships between marketing tools (price discount and free gift) and online entrepreneurs’ business performance in the s-commerce platform. The findings of this study may serve as guideline for online entrepreneurs, apart from adding to the body of knowledge in the fields of entrepreneurship, marketing, and s-commerce.

In line with the rapid progress of social commerce (s-commerce), studies along this line appear to be progressing. However, most studies seem to concentrate on certain areas of s-commerce, while omitting several other crucial aspects. Although the concept of performance has garnered much attention from researchers within the field of s-commerce, elements related to customer-to-customer (C2C) success have been largely disregarded. As s-commerce is in its maturity phase, more attention should be paid to this domain. A systematic literature review (SLR) was conducted to identify the gaps in s-commerce success factors within the context of C2C. We found that, studies on C2C s-commerce suceess factors are still not comprehensive and we believe some variables fromthe offline business context may be relevant to be included in the s-commerce success model. We propose a model for C2C s-commerce success is proposed in this study. This study will contribute to the literature of C2C and s-commerce disciplines