The IUP Journal of Marketing Management
Social Commerce Preferences in Emerging Economy: An Analysis Using Multidimensional Scaling

Article Details
Pub. Date : November, 2021
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM151121
Author Name : Debajani Sahoo and Prattyush Roy
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 20



Selling and trading goods over the Internet is referred to as e-commerce. It has become convenient and this platform has redefined the conventional mode of purchasing goods and services. Besides, the active participation on social media makes it evident that there is indeed great scope for leveraging on this behavior in social commerce such as Facebook Marketplace, WhatsAppShop, LinkedIn Groups, InstagramforBusiness, etc. The purpose of the present study is to identify the social commerce preference among the youth in an emerging economy like India through word-of-mouth promotions, satisfaction that is also aligned to the Net Promoter Score (NPS) of the social commerce platforms, observing the placement of the four social commerce platforms using MDS technique, and identification of pain points they faced while having their social commerce experiences. As social commerce is expected to have the potential to overthrow e-retail in the future, the study holds major significance in the present market scenario.


The evolution of purchase of products through the World Wide Web is known as electronic commerce (e-commerce for short). Due to the popularity and ease of meeting consumer needs, this platform is in a constant flux and is rapidly evolving. In India, Facebook Marketplace as well as WhatsAppShop are very famous social commercebased platforms. Employing social media to carry out the commerce of goods and services is known as social commerce, bridging the gap between the two of the biggest digital movements, e-commerce and social media. Social media allows the generation and exchange of content as generated by the user, building on Web 2.0 foundation. According to previous research, building trust-which is said to be linked to the electronic seller's perceived competence as well as how ethically it runs its business-and their purchase intention, which is linked to their trust in the online retailer, are two major factors that