A Study on Effects of Social Media Influence to Bring Customer Value in E-Commerce

References

[1] Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190. https://doi.org/10.1016/j.tele.2017.05.008

[2] Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1

[3] Audrezet, A., de Kerviler, G., & Moulard, J. G. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557–569. https://doi.org/10.1016/j.jbusres.2018.07.008

[4] Brown, D., & Hayes, N. (2008). Influencer Marketing: Who Really Influences Your Customers? Butterworth-Heinemann.

[5] Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005

[6] Chaudhary, M., Sharma, P., & Gupta, A. (2022). Influencer marketing and consumer purchase behaviour in Indian e-commerce. International Journal of Digital Marketing, 3(1), 41–58.

[7] Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008

[8] De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035

[9] Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers. Computers in Human Behavior, 59, 165–172. https://doi.org/10.1016/j.chb.2016.01.037

[10] Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009

[11] Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers' purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/j.chb.2016.03.003

[12] Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioural intent. Journal of Interactive Advertising, 17(2), 138–149. https://doi.org/10.1080/15252019.2017.1366885

[13] Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001

[14] Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behaviour. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181

[15] Gupta, R., & Sharma, T. (2023). Social media awareness initiatives and consumer protection against counterfeit products. Journal of Consumer Protection Studies, 5(2), 17–29.

@article{1718302,
      author = {Surenthar S, Shankar Raman R, Suhas T B, Pranav Raj V, Sabaribalan S; Praveen V; Dr. John Paul M},
      title = {A Study on Effects of Social Media Influence to Bring Customer Value in E-Commerce},
      journal = {Iconic Research And Engineering Journals},
      year = {2026},
      volume = {9},
      number = {11},
      pages = {3430-3438},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1718302.pdf},
      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},
      month = {May},
      doi = {https://doi.org/10.64388/IREV9I11-1718302}
  }