A STUDY ON THE ROLE OF SOCIAL COMMERCE CONSTRUCTS FOR SHOPPING FASHION PRODUCTS

The growth of e-commerce, popularity of social networking sites, and technological advancement in mobile networks has evolved concepts such as social commerce. Marketers are focussed to look for opportunities every media presents and social media is no such exemption. This has paved way to develop social commerce, a subset of e-commerce. The concept is in nascent stage and is unexplored in terms of shopping behaviour across regions and product categories. This research study focuses on the social commerce constructs – Ratings & Reviews, Recommendations & Referrals, Forums & Communities and Trust for fashion products segments. Descriptive research is carried out and a survey method is used to collect data from Indian consumers. Based on statistical analysis, the study analysed impact of social commerce constructs on consumers grouped as Low, Medium and High. It also studies the SCC factors related to information provided in social networking sites for fashion products