ABSTRACT
Social norms and beliefs are considered a significant reference for millennials in recent years, as evidenced by how social media has influenced rapid changes in lifestyles and practices. Social media has changed the perception of millennials, creating new values and attitudes towards trust, privacy and security in their experiences. Social commerce is faced with various privacy issues related to personal data security, while on the other hand, the features can be used to control the millennials' behavior as users and manage the application through content innovation. This research extends the discussion on how the presence of social commerce impacts millennial behavior and articulates the values of trust control and privacy in terms of the structuration theory perspective.
