Examining the Impact of Social Media Use for Information Seeking and Socialization on Participation in Social Commerce: The Mediating Role of Cultural Identity Change and the Moderating Role of Social Support (Case Study: Transnational Students in Iranian Universities)
The present study aims to examine the effect of using social media for information seeking and socialization on participation in social commerce, considering the mediating role of cultural identity change and the moderating role of social support among transnational students in Iranian universities. Given the growing prevalence of social media use among international students and the crucial role of these platforms in shaping attitudes, interactions, and socio-economic behaviors, this research seeks, through an integrative perspective, to explore various dimensions of social media functionality in the process of commercial participation. The research method employed is descriptive–correlational, and data analysis was conducted using structural equation modeling (SEM) with SmartPLS software. The statistical population consisted of foreign students studying at Iranian universities during the 2023–2024 academic year, and the sample size was determined as 384 participants using Cochran’s formula. Data were collected online through a researcher-made questionnaire. The findings revealed that the use of social media—both in informational and social dimensions—directly and indirectly increases participation in social commerce through cultural identity change. Furthermore, social support plays a significant moderating role in strengthening the impact of these two dimensions on commercial participation. These findings highlight the importance of social media in creating the cultural and social contexts necessary to facilitate social commerce engagement among transnational students.