Current Volume 9
Abstract
Rapid digitalisation has repositioned social media from a space for interpersonal exchange into a decisive arena where commercial transactions are negotiated, product reputations are built or destroyed, and consumer judgements are formed — often within seconds of encountering curated content. This article reports findings from a questionnaire-based empirical inquiry involving two hundred participants drawn from the population of digitally active online shoppers. The study probes the mechanisms through which platform-mediated signals influencer endorsements, peer ratings, algorithmic personalisation, and authenticity guarantees — translate into perceived customer worth across four evaluative dimensions: utility, affect, social esteem, and knowledge. Quantitative findings disclose several tensions that define today's digital marketplace. Although a substantial cohort of respondents describe themselves as alert to the prevalence of counterfeit merchandise, more than half concede vulnerability to cleverly staged false promotions, exposing a critical gap between declarative awareness and actual behavioural immunity. Simultaneously, seven in ten respondents hold brands directly culpable whenever an influencer they partner with engages in deceptive conduct — a 'relational liability' that transforms individual creator misconduct into an enterprise-level reputational risk. The study concludes that genuine, long-lasting value delivery in digital retail demands far more than persuasive content; it requires an enforceable ecosystem of ethical creator standards, platform verification infrastructure, and regulatory vigilance.
Keywords
Digital Consumer Behaviour, Influencer Accountability, E-Commerce Trust, Perceived Product Value, Social Proof, Counterfeit Detection, Online Purchase Intention, Transparency Regulation, User-Generated Content
Citations
IRE Journals:
Surenthar S, Shankar Raman R, Suhas T B, Pranav Raj V, Sabaribalan S; Praveen V; Dr. John Paul M "A Study on Effects of Social Media Influence to Bring Customer Value in E-Commerce" Iconic Research And Engineering Journals Volume 9 Issue 11 2026 Page 3430-3438 https://doi.org/10.64388/IREV9I11-1718302
IEEE:
Surenthar S, Shankar Raman R, Suhas T B, Pranav Raj V, Sabaribalan S; Praveen V; Dr. John Paul M
"A Study on Effects of Social Media Influence to Bring Customer Value in E-Commerce" Iconic Research And Engineering Journals, 9(11) https://doi.org/10.64388/IREV9I11-1718302
About IRE Journals
IRE Journals is an open access online journals established with an aim to publish high quality of research work in various diciplines. We have more than 6 years in publications. Over 2500+ papers already published.
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