The Impact of Social Networks on E-commerce: A Sociological Perspective

Abstract

The convergence of social networks and e-commerce has transformed the landscape of online shopping, presenting both opportunities and challenges from a sociological perspective. This abstract examines the impact of social networks on e-commerce, exploring how social interactions, relationships, and networks influence consumer behavior, trust, and market dynamics. Drawing on social network theory, social capital theory, and symbolic interactionism, this study delves into the complex interplay between social networks and e-commerce platforms. Social networks play a significant role in shaping consumer behavior, serving as channels for product discovery, promotion, and engagement. Influencers and opinion leaders leverage their social networks to sway purchasing decisions, while social comparison and conformity influence consumer preferences. Trust and social capital are essential for building credibility and reputation in online marketplaces, facilitated by strong social ties and networks. However, challenges such as privacy concerns, data security, and algorithmic biases pose risks to consumer trust and regulatory compliance. By embracing a sociological perspective, this study offers insights into the evolving nature of social commerce and highlights the importance of ethical, inclusive, and sustainable practices in online business environments.