Let's Buy With Social Commerce Platforms Through Social Media Influencers: An Indian Consumer Perspective

• DOI: 10.3389/fpsyg.2022.853168
• Publication Date: 2022-04-15T07:23:46Z
• Authors: Faizan Alam; Meng Tao; Eva Lahuerta-Otero; Zhao Feifei
• Keywords: Globe; Social commerce

The COVID-19 pandemic has had a substantial impact on the retail industry around globe, including in vast market of India. response to required stores close and develop new ways approach shoppers more efficiently. worldwide usage social media enabled growth commerce (s-commerce). Influencers s-commerce platforms use live broadcasting their channels promote endorsed products. features influencers enhance users' trust online community intention, impacting purchasing intentions. In this study, we collected data from 379 Indian consumers test measurement structural model using Partial Least Square-Structural Equation Modeling (PLS-SEM) verify our conceptual framework. We found that intention are antecedents purchase Additionally, results demonstrate intentions vital for boosting consumers' verifying hypothesized mediating effect these factors. Based results, suggest several managerial actions could value franchises, executives, e-retailers, e-marketplaces.