Track Co-Chairs
Shaobo Wei
Professor
shaobow@hfut.edu.cn
Hefei University of Technology
Xiayu Chen
Associate Professor
xychen@hfut.edu.cn
Hefei University of Technology
Hua Liu
Lecturer
liuhua@ahu.edu.cn
Anhui University
Brief Introduction
Social commerce has become a transformative force in digital economies, reshaping how consumers discover, evaluate, and purchase products. As emerging technologies rapidly evolve, the next generation of social commerce is being defined by innovations such as artificial intelligence (AI), augmented and virtual reality (AR/VR), blockchain, and generative content creation. These technologies are not only enhancing personalization and engagement but also redefining trust, authenticity, and value co-creation within online communities.
AI-powered recommendation systems and conversational agents are driving hyper-personalized experiences, while AR/VR applications enable immersive product exploration and virtual social shopping. Meanwhile, the rise of generative AI and digital influencers blurs the boundaries between human and algorithmic creativity, creating new forms of digital social capital.
This track aims to advance theoretical and empirical discussions on how next-gen technologies are reshaping user behavior, firm strategy, and platform governance in social commerce ecosystems. We welcome conceptual, quantitative, and qualitative studies that provide fresh insights into the technological, behavioral, and societal dimensions of social commerce transformation. By bringing together scholars from information systems, marketing, operations, and computer science, this track seeks to illuminate the opportunities and challenges that define the future of socially driven digital commerce.
Topics
1. AI-driven personalization and recommendation systems in social commerce
2. AR/VR and immersive experiences for social shopping
3. Generative AI and the role of virtual influencers in social commerce
4. Social commerce analytics and data-driven customer engagement
5. Human–AI interaction and decision-making in social purchasing contexts
6. Ethical and privacy concerns in next-gen social commerce ecosystems
7. Platform governance, algorithmic transparency, and digital trust
8. Cross-cultural and cross-platform dynamics in emerging social commerce markets
9. Sustainability, inclusivity, and the societal impact of next-gen social commerce
Associate Editors
Ruolin Ding
Postdoctor
2020110885@mail.hfut.edu.cn
Hefei University of Technology
Jinmei Yin
Assistant Professor
mayyin@nuaa.edu.cn
Nanjing University of Aeronautics and Astronautics
Xiaofan Tang
Lecturer
xiaofan@ahmu.edu.cn
Anhui Medical University