Cultural Dynamics in Social Commerce: An In-Depth Analysis of Consumer Behavior and Interaction Patterns

DOI: https://doi.org/10.15826/csp.2025.9.1.326

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 Instagram1, 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.


1 Instagram™ is a trademark of Instagram Inc., registered in the U.S. and other countries. По решению Роскомнадзора, социальная сеть Instagram полностью заблокирована в России как экстремистская организация.

Author Biographies

Fatemeh Nouri Dehnavi, Shanghai University, Shanghai, P.R. China

Fatemeh Nouri Dehnavi is currently pursuing a PhD in Cultural Studies at the College of Liberal Arts, Shanghai University, China. Her research focuses on consumerism from the perspective of cultural studies. As part of her research, she explores the relationship between consumerism, media, and new technologies. Fatemeh is also deeply interested in the impact of media on society and individuals, the role of social media in shaping cultural values, and emerging topics such as digital consumption and cultural transformations in the digital age.

Negar Sioofy Khoojine, Middle East Technical University, Ankara, Türkiye

Negar Sioofy Khoojine holds a PhD in Architecture from the Middle East Technical University (METU), Ankara, Türkiye, and is currently a researcher in Occupational Health at the same university. Her research interests lie in the intersection of architecture, design, and cultural studies, with a particular focus on how spatial environments influence social behavior and human interactions. She explores the cultural and behavioral dynamics of designed spaces, examining their impact on wellbeing, consumer experiences, and social engagement in both physical and digital environments.

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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
Citation Formats
Issue
Vol. 9, No. 1 (2025): Special Issue “Ethnic Identities in Virtual Space”
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Articles