Current Volume 10
Abstract
The rise of social commerce, fueled by platforms like Facebook, Instagram, and Snapchat, has reshaped the landscape of electronic commerce by integrating social interactions into online purchasing experiences. This study examines the influence of customer value, trust, and sustainable choices on purchase decisions within the realm of social commerce, with a focus on individuals in Jammu and Kashmir who actively engage with these social media platforms. A survey of 383 participants, analyzed using Structural Equation Modeling (SEM), reveals that factors such as word-of-mouth, trust, and promotional offers significantly impact consumer behavior. The findings suggest that social media platforms play a crucial role in shaping consumer perceptions, emphasizing the importance of integrating online brand communities and promoting sustainability in product offerings. The paper contributes to a deeper understanding of how social commerce influences purchasing decisions and offers strategic insights for businesses aiming to capitalize on digital engagement and promote sustainable consumer choices in an increasingly digital marketplace.
Keywords
Social Commerce, Customer Value, Sustainable Choices, Social Media Platforms, Word-of-Mouth, Purchase Decisions, Online Brand Communities.
Citations
IRE Journals:
Dr. Tanveer Hussain "Social Commerce and Consumer Behavior: A Study of Sustainable Choices in the Digital Age" Iconic Research And Engineering Journals Volume 7 Issue 1 2023 Page 787-797 https://doi.org/10.64388/IREV7I1-1719469
IEEE:
Dr. Tanveer Hussain
"Social Commerce and Consumer Behavior: A Study of Sustainable Choices in the Digital Age" Iconic Research And Engineering Journals, 7(1) https://doi.org/10.64388/IREV7I1-1719469
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