Leveraging the power of social proof on online consumer behaviour

Abstract

The degree to which social media influences our everyday lives is significantly associated with the extent to which it affects the way we go about our shopping. In particular, a potent driving force behind social commerce is the concept of "social proof," which refers to the notion that we are more inclined to purchase if we can see that other people have previously done so. Over the past few years, the popularity and frequency of the usage of social proof strategies to entice online shoppers have expanded significantly. Peer recommendations, customer ratings and reviews, celebrity endorsements, and the frequency of likes on a product's social media page are all examples of elements that might sway a consumer's choice to make a purchase. However, it is not quite obvious how the use of social proof techniques influences the likelihood that customers will make a purchase. This study was done to explore the influence of information attributes on information adoption while customers are considering online purchases and also Online businesses on social media are recommended to harness the strength of the social proof approach to increase purchasing engagement and online sales, either by boosting the number of followers or offering more social community recommendations. This paper empirically evaluates the influence of social proof on online consumer behaviour.