Social Commerce Adoption on Tiktok Versus Instagram: A Comparative Analysis of Firms in Bayelsa State, Nigeria

The proliferation of social media platforms has fundamentally restructured how businesses engage in commerce, particularly in emerging markets. This study examines and compares social commerce adoption patterns on TikTok and Instagram among firms operating in Bayelsa State, Nigeria. Employing a quantitative cross-sectional survey design, primary data were obtained from 250 business owners and marketing managers. Simple regression analysis was applied to assess the influence of perceived usefulness, platform interactivity, and user trust on social commerce adoption on each platform. Findings reveal that perceived usefulness significantly predicts social commerce adoption on both platforms; however, TikTok demonstrated a marginally stronger predictive relationship (β = 0.61, p < 0.01) compared with Instagram (β = 0.54, p < 0.01). User trust emerged as the most influential determinant on Instagram, while platform interactivity exerted a stronger effect on TikTok. These results have important implications for marketing practitioners and policy makers in Nigeria's emerging digital economy.