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The study aimed to determine customers' perceptions of the ethics of social commerce platforms by investigating the role of the impact of information quality, information credibility, website quality, innovativeness, altruism, sense of belongingness, self-enhancement, social support, and valuation of electronic word of mouth (eWOM) on the perception of ethics of social commerce platforms. In addition, the strength of the relationship between these factors and the perception of ethics of social commerce platforms was determined by the mediating role of the perceived risk of ethical violations. To this end, this study complements academic literature by integrating structural equation modeling (SEM) and multi criteria decision making (MCDM) techniques. In order to complete the strategic decisive solution, this study uses a survey to collect data from customers of rural communities in Malaysia and Turkey. The results demonstrate that perceived risk of ethical violations has a partial mediating role in the relationship between dependent variables and the perception of ethics of social commerce platforms for Malaysia and Turkey. Benchmarking and ranking customers from best to worst based on the perception of ethics of social commerce would identify customers with a high perception of the ethics of social commerce platforms and motivate them as opinion leaders of such platforms. Contrarily, social commerce platforms can treat worst-ranked customers with caution and strive to turn a negative perception into positive ethics. Besides, the cross-cluster study at the level of Asia and Europe would contribute to the literature to identify insights into the differences and similarities between the Asian and European contexts based on multiple and diverse cultures regarding social commerce ethics of rural communities. [ABSTRACT FROM AUTHOR]

Purpose: The internet creates ample opportunities to start a mobile social commerce business. The literature confirms the issue of customer trust for social commerce businesses is a challenge that must be addressed. Hence, this study aims to examine the antecedents of trust in mobile social commerce by applying linear and non-linear relationships based on partial least squares structural equation modeling and artificial neural network model. Design/methodology/approach: This study applied a non-linear artificial neural network approach to provide a further understanding of the determinants of trust in mobile social commerce based on a non-linear and non-compensatory model. Besides, a questionnaire was distributed to 340 social commerce customers in Malaysia. Findings: The conceptual framework for investigating trust in mobile social commerce has various advantages and contributions to predicting consumer behavior. The results of the study showed there is a positive and significant relationship between social support, presence and unified theory of acceptance and use of technology2 (UTAUT2). In addition, UTAUT2 has fully mediated the relationship between social support, presence and trust in social commerce. Finally, the results concluded the relationship between UTAUT2 and trust in social commerce would be stronger when the diffusion of innovation and innovation resistance is high and low, respectively. Research limitations/implications: The current study provides a novel perspective on how customers can trust social m-commerce to provide real solutions to managers of encouraging e-marketing among consumers. Practical implications: This paper shows how businesses can develop trust in social m-commerce in Malaysian markets. The findings of this study probably could be extended to other businesses in Asia or other countries. Because trust in social e-commerce has a dynamic role in consumer behavior and intention to purchase. Originality/value: This study provided a new perspective on mobile social commerce and paid more attention to an investigation of such emerging commerce. The originality of this study is embodied by investigating an integrated model that included different theories that presented new directions of trust in mobile social commerce through social and behavioral determinants. [ABSTRACT FROM AUTHOR]