Cultural Dynamics in Social Commerce: An In-Depth Analysis of Consumer Behavior and Interaction Patterns
Abstract
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.
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ijmit.2019.11204
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& Banerjee, S. (2023). Modeling the nexus between perceived value, risk, negative
marketing, and consumer trust with consumers’ social cross-platform buying behaviour
in India using Smart-PLS. Journal of Law and Sustainable Development, 11(4),
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s11747-017-0525-x
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consumer engagement in social commerce. Internet Research, 33(1), 178–207.
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(2023). Multivariate analysis: An application-oriented introduction. Springer.
https://doi.org/10.1007/978-3-658-40411-6
Baudrillard, J. (1998). The consumer society: Myths and structures. SAGE.
https://doi.org/10.4135/9781526401502
Baudrillard, J. (2001). The system of objects. In M. Poster (Ed.), Jean
Baudrillard: Selected writings (2nd ed., pp. 13–31). Stanford University Press.
https://doi.org/10.1515/9781503619630-004
Baudrillard, J. (2008). Simulacra and simulations. In S. Seidman & J. C. Alexander
(Eds.), The new social theory reader (2nd ed.). Routledge.
Belolipetskaya, A., Golovina, T., Polyanin, A., & Vertakova, Y. (2020).
Transformation of the personnel competency model in the context of the
transition to the digital economy. E3S Web of Conferences, 164, Article 09005.
https://doi.org/10.1051/e3sconf/202016409005
Boström, M. (2020). The social life of mass and excess consumption.
Environmental Sociology, 6(3), 268–278. https://doi.org/10.1080/
23251042.2020.1755001
Brahma, A., & Dutta, R. (2020). Role of social media and e-commerce for
business entrepreneurship. International Journal of Scientific Research in Computer
Science, Engineering and Information Technology, 6(6), 1–18. https://doi.org/
10.32628/CSEIT206559
Bugshan, H., & Attar, R. W. (2020). Social commerce information sharing and
their impact on consumers. Technological Forecasting and Social Change, 153,
Article 119875. https://doi.org/10.1016/j.techfore.2019.119875
Busalim, A., Hollebeek, L. D., & Lynn, T. (2024). The effect of social commerce
attributes on customer engagement: an empirical investigation. Internet Research,
34(7), 187–214. https://doi.org/10.1108/INTR-03-2022-0165
Chen, Y. Y., Lai, F. W., Goh, K. N., & Daud, S. C. (2013). The effect of integrating
social plugins into e-commerce website: A study on online consumer behaviour. In
Proceedings of the 7th International Conference on Ubiquitous Information Management
and Communication (Article 56). ACM. https://doi.org/10.1145/2448556.2448612
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson,
J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman,
R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting
the future of digital and social media marketing research: Perspectives and research
propositions. International Journal of Information Management, 59, Article 102168.
https://doi.org/10.1016/j.ijinfomgt.2020.102168
Essien, E. O. (2024). Deconstructing hypertruth: Baudrillard’s semiotic analysis.
The International Journal of the Image, 15(2), 19–36. https://doi.org/10.18848/
2154-8560/CGP/v15i02/19-36
Griffiths, A. (2018). Trade marks and the consumer society. SCRIPTed, 15(2),
209–241. https://doi.org/10.2966/scrip.150218.209
Habib, M. M. (2018). Culture and consumerism in Jean Baudrillard: A postmodern
perspective. Asian Social Science, 14(9), 43–46. https://doi.org/10.5539/ass.v14n9p43
Hajli, M. (2013). A research framework for social commerce adoption. Information
Management & Computer Security, 21(3), 144–154. https://doi.org/10.1108/
IMCS-04-2012-0024
Ham, J., Li, S., Looi, J., & Eastin, M. S. (2024). Virtual humans as social actors:
Investigating user perceptions of virtual humans’ emotional expression on social
media. Computers in Human Behavior, 155, Article 108161. https://doi.org/10.1016/
j.chb.2024.108161
Hamermesh, D. S. (1993). [Review of The overworked American: The unexpected
decline of leisure, by J. B. Schor]. Industrial and Labor Relations Review, 46(2).
https://doi.org/10.2307/2524892
Horng, S.-M., & Wu, C.-L. (2020). How behaviors on social network sites and
online social capital influence social commerce intentions. Information and
Management, 57(2), Article 103176. https://doi.org/10.1016/j.im.2019.103176
Hu, X., Chen, X., & Davison, R. M. (2019). Social support, source credibility,
social influence, and impulsive purchase behavior in social commerce. International
Journal of Electronic Commerce, 23(3), 297–327. https://doi.org/10.1080/
10864415.2019.1619905
Hu, X., Huang, Q., Zhong, X., Davison, R. M., & Zhao, D. (2016). The influence
of peer characteristics and technical features of a social shopping website on
a consumer’s purchase intention. International Journal of Information Management,
36(6B), 1218–1230. https://doi.org/10.1016/j.ijinfomgt.2016.08.005
Huang, X., & Huo, Y. (2021). Research on decision-making behavior of social
e-commerce marketing subject. International Journal of Frontiers in Sociology, 3(15),
152–158. https://doi.org/10.25236/IJFS.2021.031519
Ignjatović, J., & Filipović, S. (2022). A critical review of the rise of the neoliberal
concept in economic policy. Socioloski Pregled, 56(1), 90–119. https://doi.org/10.5937/
socpreg56-35619
Jain, V. (2014). The impact of social commerce on consumer behaviour: With
special reference to F-commerce. SSRN. https://doi.org/10.2139/ssrn.2403898
Khalil, E. L. (2000). Symbolic products: Prestige, pride and identity goods. Theory
and Decision, 49(1), 53–77. https://doi.org/10.1023/A:1005223607947
Kim, Y., Chang, Y., Wong, S. F., & Park, M.-C. (2014). Customer attribution
of service failure and its impact in social commerce environment. International
Journal of Electronic Customer Relationship Management, 8(1–3), 136–158.
https://doi.org/10.1504/IJECRM.2014.066890
Lavoye, V., Tarkiainen, A., Sipilä, J., & Mero, J. (2023). More than skin-deep:
The influence of presence dimensions on purchase intentions in augmented reality
shopping. Journal of Business Research, 169, Article 114247. https://doi.org/10.1016/
j.jbusres.2023.114247
Lefebvre, H. (1991). The production of space (D. Nicholson-Smith, Trans.).
Blackwell. https://doi.org/10.4324/9780203132357-14 (Originally published in French).
Lim, W. M., & Rasul, T. (2022). Customer engagement and social media:
Revisiting the past to inform the future. Journal of Business Research, 148, 325–342.
https://doi.org/10.1016/j.jbusres.2022.04.068
Macat Team. (2017). An analysis of Karl Marx’s Capital. Macat Library.
https://doi.org/10.4324/9781912282258
McLuhan, M. (2008). The medium is the message. In C. D. Mortensen
(Ed.), Communication theory (pp. 390–402). Routledge. https://doi.org/10.4324/
9781315080918-31
Mendoza-Tello, J. C., Mora, H., Pujol-López, F. A., & Lytras, M. D. (2018).
Social commerce as a driver to enhance trust and intention to use cryptocurrencies
for electronic payments. IEEE Access, 6, 50737–50751. https://doi.org/10.1109/
ACCESS.2018.2869359
Neuman, W. R. (2000). The impact of the new media. In W. L. Bennett & R. M.
Entman (Eds.), Mediated politics: Communication in the future of democracy (pp. 299–
320). Cambridge University Press. https://doi.org/10.1017/CBO9780511613852.015
Nilsson, M., & Mattes, J. (2015). The spatiality of trust: Factors influencing the
creation of trust and the role of face-to-face contacts. European Management Journal,
33(4), 230–244. https://doi.org/10.1016/j.emj.2015.01.002
Nimon, K. F., & Oswald, F. L. (2013). Understanding the results of multiple linear
regression: Beyond standardized regression coefficients. Organizational Research
Methods, 16(4), 650–674. https://doi.org/10.1177/1094428113493929
Panizzut, N., Rafi-ul-Shan, P. M., Amar, H., Sher, F., Mazhar, M. U., & Klemeš, J. J.
(2021). Exploring relationship between environmentalism and consumerism in a market
economy society: A structured systematic literature review. Cleaner Engineering and
Technology, 2, Article 100047. https://doi.org/10.1016/j.clet.2021.100047
Ranganathan, P., Pramesh, C. S., & Aggarwal, R. (2017). Common pitfalls in
statistical analysis: Logistic regression. Perspectives in Clinical Research, 8(3), 148–
151. https://doi.org/10.4103/picr.PICR_87_17
Ritzer, G., & Miles, S. (2019). The changing nature of consumption and the
intensification of McDonaldization in the digital age. Journal of Consumer Culture,
19(1), 3–20. https://doi.org/10.1177/1469540518818628
Ritzer, G., & Smart, B. (2001). Handbook of social theory. SAGE.
https://doi.org/10.4135/9781848608351
Robert, L., Denis, A., & Hung, Y.-T. (2009). Individual swift trust and knowledgebased
trust in face-to-face and virtual team members. Journal of Management
Information Systems, 26(2), 241–279. https://doi.org/10.2753/MIS0742-1222260210
Schuster, C., & Yuan, K.-H. (2005). Factor analysis. In K. Kempf-Leonard (Ed.),
Encyclopedia of social measurement (Vol. 2, pp. 1–8). Elsevier. https://doi.org/10.1016/
b0-12-369398-5/00162-6
Shah, S. S., & Asghar, Z. (2023). Dynamics of social influence on consumption
choices: A social network representation. Heliyon, 9(6), Article e17146.
https://doi.org/10.1016/j.heliyon.2023.e17146
Shorman, S., Allaymoun, M., & Hamid, O. (2019). Developing the e-commerce
model a consumer to consumer using blockchain network technique. International
Journal of Managing Information Technology, 11(2), 55–64. https://doi.org/10.5121/
ijmit.2019.11204
Singh, A. K., Raghuwanshi, S., Sharma, S., Khare, V., Singhal, A., Tripathi, M.,
& Banerjee, S. (2023). Modeling the nexus between perceived value, risk, negative
marketing, and consumer trust with consumers’ social cross-platform buying behaviour
in India using Smart-PLS. Journal of Law and Sustainable Development, 11(4),
Article e488. https://doi.org/10.55908/sdgs.v11i4.488
Song, R., Moon, S., Chen, H., & Houston, M. B. (2018). When marketing
strategy meets culture: The role of culture in product evaluations. Journal of
the Academy of Marketing Science, 46(3), 384–402. https://doi.org/10.1007/
s11747-017-0525-x
Veblen, T. (1992). The theory of the leisure class: An economic study in the
evolution of institutions. Routledge. https://doi.org/10.4324/9781315135373 (Originally
published 1899)
Wang, C., & Zhang, P. (2012). The evolution of social commerce:
The people, management, technology, and information dimensions.
Communications of the Association for Information Systems, 31(5), 105–127.
https://doi.org/10.17705/1cais.03105
Wang, P., & Huang, Q. (2023). Digital influencers, social power and
consumer engagement in social commerce. Internet Research, 33(1), 178–207.
https://doi.org/10.1108/INTR-08-2020-0467
Warde, A. (2015). The sociology of consumption: Its recent development. Annual
Review of Sociology, 41, 117–134. https://doi.org/10.1146/annurev-soc-071913-043208
Whalen, T. (1991). [Review of Jean Baudrillard: From Marxism to Postmodernism
and Beyond, by D. Kellner]. Modern Language Studies, 21(2), 116–118.
https://doi.org/10.2307/3194878
Wu, T., & Shao, W. (2022). How does digital economy drive industrial structure
upgrading: An empirical study based on 249 prefecture-level cities in China. PLOS
ONE, 17(11), Article e0277787. https://doi.org/10.1371/journal.pone.0277787
Wu, Y., Nambisan, S., Xiao, J., & Xie, K. (2022). Consumer resource integration
and service innovation in social commerce: The role of social media influencers.
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10.1007/s11747-022-00837-y
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Published
2025-04-30
How to Cite
Nouri Dehnavi, F., & Sioofy Khoojine, N.
(2025).
Cultural Dynamics in Social Commerce: An In-Depth Analysis of Consumer Behavior and Interaction Patterns.
Changing Societies & Personalities, 9(1), 242–274.
doi:10.15826/csp.2025.9.1.326
Section
Articles
