The Impact of Social Commerce on Consumer Buying Behaviour: Comparative Study of Instagram and Facebook

Abstract

This study investigates the impact of electronic Word-of-Mouth (eWOM) and influencer marketing on consumer buying behaviour within the realms of social commerce, focusing on Instagram and Facebook. Utilizing a sample of 100 respondents from Mumbai, we employed SPSS for data analysis, particularly ANOVA, to assess the effects of these marketing strategies on purchase intentions and engagement levels. Findings reveal that both eWOM and influencer marketing significantly influence consumer behaviour, with eWOM showing a particularly strong correlation with purchasing decisions. Furthermore, variations in engagement levels across different platforms highlight the necessity for tailored marketing approaches. This research contributes to understanding the dynamics of social commerce and provides valuable insights for marketers aiming to optimize their strategies. Future studies could explore additional platforms and demographic factors to enhance the understanding of consumer interactions in social commerce.