Identifying key disseminators in social commerce

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In recent years, social commerce sites such as Groupon and LivingSocial have achieved great success in attracting new consumers and increasing store traffic for a growing number of businesses. However, it is still unclear how the information flow to reach new consumers is generated. Understanding this information flow is the key to the question of what lead to the success of these companies. Here, we argue that one of the prominent advantages of social commerce is the information dissemination process, during which word of mouth (WOM) is generated to boost consumer traffic.