The burgeoning growth of Web 2.0 and social media (i.e., social commerce) has changed the purchase behavior of consumers and businesses' marketing strategies. However, there are no electronic service quality (e-SQ) criteria for this new phenomenon in the Internet environment. This article aims to utilize the dimensions of e-SQ to measure the service quality of commercial activities on social media (e.g., Facebook (FB)). It also applies an analytic hierarchy process (AHP) questionnaire of 50 students who have experience of using FB ads linkage and then utilizes the fuzzy analytic hierarchy process (FAHP) to analyze the weighting of the e-SQ evaluation. Moreover, this study shows the effectiveness of collaborative learning in exploring e-SQ on social networks among participating students from different countries. Additionally, the VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR) method is used to find the optimum dimensions of e-SQ and ideal commercial activities on FB. These findings demonstrate not only the dimensions of e-SQ that Facebook users prefer and which brands are 'liked' by them, but also highlight the opportunity for developing new e-SQ criteria of social commerce.
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