Cultural Dynamics in Social Commerce
An In-Depth Analysis of Consumer Behavior and Interaction Patterns
Bibliographic Data
| ID | 22201592 |
|---|---|
| Authors | Fatemeh Nouri Dehnavi (0000-0002-5348-0701, Shanghai University), Negar Sioofy Khoojine (0000-0001-7830-0378, Middle East Technical University) |
| Year | 2025 |
| Volume | 9 |
| Issue | 1 |
| Pages | 242-274 |
| Publication date | 2025-04-30 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Changing Societies and Personalities (JOURNAL) |
| Journal identifiers | ISSN: 2587-6104 • E-ISSN: 2587-8964 |
| Publisher | Ural Federal University (PUBLISHER • RU) |
| DOI | 10.15826/csp.2025.9.1.326 |
| OpenAlex | W4410332739 |
| Language | EN |
| References cited | 54 |
This study analyzes the cultural dynamics that shape consumer behavior in the context of social commerce in the Iranian capital of Tehran. Our sociological investigation examines the influence of norms, values, and cultural perceptions on social media interactions on platforms such as Instagram, Telegram, and internal networks like Soroush and Beel. Using factor analysis and multiple linear regression, we examine the relationships between ten key variables, revealing three main factors—the link of cultural perception, the set of transaction dynamics, and the quadruple of market values—that are primarily responsible for creating the complex interactions between culture and social business behaviors in this context. The findings suggest that cultural attitudes significantly influence consumers’ perceptions of technology, trust in online platforms, and their purchase decisions. Furthermore, cultural values related to product quality, sustainability, and ethical consumption play an important role in shaping consumer expectations and business strategies. Drawing on Baudrillard’s theory of consumption, this study shows that consumer behavior in social commerce goes beyond functional needs, such that purchase decisions are increasingly linked to identity formation and social differentiation. We conclude with recommendations for adapting business strategies to align with cultural preferences, as well as suggestions for future research focused on technological developments and cross-cultural comparisons in social business
Consumer behaviour · Social commerce · Social dynamics · Social media · Social science · Sociology · World Wide Web · Computer Science · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology · Social Psychology
The overworked American
The Theory of the Leisure Class
Common pitfalls in statistical analysis
Individual Swift Trust and Knowledge-Based Trust in Face-to-Face and Virtual Team Members
A critical review of the rise of the neoliberal concept in economic policy
Social commerce information sharing and their impact on consumers
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The social life of mass and excess consumption
The changing nature of consumption and the intensification of McDonaldization in the digital age
The effect of social commerce attributes on customer engagement
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Digital influencers, social power and consumer engagement in social commerce
The Consumer Society
Jean Baudrillard
The Sociology of Consumption
| Citation velocity | historical |
|---|---|
| Highly cited | No |