Social Commerce and Resource Capabilities as Drivers of Business Performance: An RBV–DCV Perspective from B2C Firms in Indonesia

This study aims to analyze the influence of social commerce and resource capabilities on business performance, as well as to assess the moderating role of business type in Business-to-Consumer (B2C) firms in Indonesia.This research adopts the Resource-Based View (RBV) and Dynamic Capability View (DCV) frameworks to explain how the combination of internal resources and dynamic organizational capabilities contributes to improved business performance in digital service environments.This study employs a quantitative explanatory approach using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method.Data were collected from 200 B2C business practitioners who have utilized digital platforms and social media as part of their business activities.Respondents consist of business owners, managers, and heads of operations, human resources divisions, and senior staff who understand resource management strategies and digital marketing practices.Analysis was conducted using SmartPLS 4.0 software to test direct relationships and moderating effects among variables.Common method bias was assessed through full collinearity VIF testing.The results show that social commerce (β = 0.474) and resource capabilities (β = 0.489) have significant positive effects on business performance (R² = 0.61).Furthermore, business type strengthens the relationship between social commerce and business performance (β = 0.296), indicating that B2C companies with high customer interaction intensity gain greater benefits from social commerce activities.The moderating effect of business type on the relationship between resource capabilities and business performance is relatively weaker (β = 0.173).This study highlights the importance of developing informatics capabilities, including data analytics and digital platform integration, alongside effective social engagement strategies to enhance business performance.Managers need to view digital social interactions as strategic assets that directly contribute to value creation and strengthen competitive advantage in service delivery systems.This study contributes to the integration of RBV and DCV theories in digital business contexts by demonstrating how social commerce functions simultaneously as a valuable resource (RBV) and a dynamic capability mechanism (DCV).The findings advance understanding of how resource configurations and business type characteristics jointly influence performance in B2C service systems.