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Exploring Millennial Consumers’ Behaviour in Social Commerce

Author

Listed:
  • 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)

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.

Suggested Citation

  • Yavisha Ramnarain & Krishna K. Govender & Sanjay Soni, 2024. "Exploring Millennial Consumers’ Behaviour in Social Commerce," International Review of Management and Marketing, Econjournals, vol. 14(4), pages 122-131, July.
    • Handle: RePEc:eco:journ3:2024-04-13
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Marketing; Consumer Behaviour; Social Media; Social Commerce; Social Commerce Constructs;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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