Building Social Commerce Capability for Green Entrepreneurial Innovation with Government Policy in Social Media Platforms.

The main objective of the study is to investigate the influence of social media platforms (SMP) on green entrepreneurial innovation (GEIN). Additionally, it also seeks to delve into the mediation mechanism of relational social commerce capability (RSCC) in the relationship between SMP and GEIN. More importantly, it makes several endeavors to deepen insight into the extent to which government policy (GP) moderates the direct relationship between SMP and RSCC, as well as the indirect relationship between SMP and GEIN through RSCC, employing a moderated mediation framework. The statistical data were acquired from three rounds of data collection, including respondents from small and medium enterprises (SMEs). The data analysis was conducted with the support of AMOS 28 and SmartPLS 4.1.0.3. The result substantiated the markedly positive relationship between SMP and GEIN. Simultaneously, this relationship was partially mediated by RSCC. Empirically, the current research also found that GP significantly moderated the direct relationship between SMP and RSCC as well as the indirect relationship between SMP and GEIN through RSCC. Acquiring a profound comprehension of this research enables SME executives to discern and execute strategies that enhance the efficiency and effectiveness of SMP implementation, hence fostering RSCC and GEIN. [ABSTRACT FROM AUTHOR]