Exploring Millennial Consumers’ Behaviour in Social Commerce

Yavisha Ramnarain, Krishna K. Govender and Sanjay Soni
Additional contact information
Yavisha Ramnarain: School of Management, IT and Governance, University of KwaZulu-Natal, South Africa
Krishna K. Govender: Graduate School of Business and Leadership, University of KwaZulu-Natal, South Africa
Sanjay Soni: School of Management, IT and Governance, University of KwaZulu-Natal, South Africa

International Review of Management and Marketing, 2024, vol. 14, issue 4, 122-131

Abstract: This study aims to examine how ratings, forums, communities, reviews, recommendations, and referrals influence consumers who participate in social commerce using Facebook. The target population for this quantitative online study was young adults between the ages of 25 to 34 who are referred to as Millennials and comprise the largest group of users on Facebook. Convenience sampling, namely snowball sampling was used to target the participants. It was ascertained that social commerce constructs are associated with trust which leads to the consumers purchasing decisions. The implication for social commerce is that the information shared over social commerce constructs in cohesive networks is more likely to influence the consumers’ decisions than in less cohesive networks. This, therefore, justifies recommending that businesses should monitor the quality and content of the engagements around their brands on social media since information sharing in social commerce influences the decisions of consumers.

Keywords: Marketing; Consumer Behaviour; Social Media; Social Commerce; Social Commerce Constructs (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.econjournals.com/index.php/irmm/article/download/13401/8023 (application/pdf)
https://www.econjournals.com/index.php/irmm/article/view/13401 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eco:journ3:2024-04-13

Access Statistics for this article

International Review of Management and Marketing is currently edited by Ilhan Ozturk

More articles in International Review of Management and Marketing from Econjournals
Bibliographic data for series maintained by Ilhan Ozturk ().