Social Commerce and Influencer Marketing’s Effect on Purchasing Decisions
Abstract
Social commerce has rapidly become a growing topic of interest for both professionals and academics, highlighting the potential influence of social media and social networking tools on both online and offline business activities. This essay begins with a summary of current research and practice in social commerce, reflecting the significant attention it has received in the business world. We then introduce a research framework that offers a comprehensive perspective on social commerce, consisting of four essential elements: business, technology, people, and information. This framework aids in understanding the progress and direction of social commerce research and practice so far. Following this, we present initial findings from a bibliometric analysis of academic and industry publications in the field, aiming to identify recent trends and research areas, as well as validate the proposed framework. A face that a consumer has never met, touched, or experienced personally can still lead millions to spend money after just viewing a single reel or Story. What psychological connection allows an influencer to reach across the screen and influence a consumer's spending? Is it trust, a desire to imitate, a sense of connection formed in isolation, or a deliberate psychological approach? This paper explores the relationship between social commerce and influencer marketing, focusing on how interactions on social platforms—such as likes, comments, shares, reviews, and influencer suggestions—impact consumer buying choices. Unlike traditional advertising, which positioned the consumer as a passive observer, social commerce has changed this dynamic, making consumers active participants in creating, sharing, and assessing information. Influencers play a central role in this transformation, acting as trusted, personal, and approachable links between brands and customers. The paper investigates how factors such as credibility, closeness, authenticity, and social conformity—analyzed through theories like Source Credibility Theory, the Information Adoption Model, Parasocial Interaction Theory, and Social Proof—collectively influence purchasing behaviour. It also includes an analysis of the Indian context, where live commerce is growing rapidly on platforms like Instagram, YouTube, and Meesho. The paper not only informs the reader but also encourages reflection on how significantly the link between 'trust' and 'purchase' has weakened in the digital era, and what this means for society and psychology.
How to Cite
Sakshi , "Social Commerce and Influencer Marketing’s Effect on Purchasing Decisions", Vol. 3, Issue 12, 27-03-2026, pp. 149-157.
