The effect of price discount and free gift on online entrepreneurs’ business performance in social commerce

Abstract

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.