Published Paper Details:

With a progressively digital-first world, the synthesis of social media and e-commerce has created a revolutionary phenomenon, social commerce. This paper discusses the ways in which social media platforms such as Facebook and Instagram have begun to shape consumer behavior in urban Indian contexts, with a special emphasis on Goregaon (East), Mumbai. Based only on secondary data, the study investigates the psychological, infrastructural, and technological determinants of online shopping purchases among consumers in the local area. It brings out the increased role of influencer marketing, user-generated content, and peer review in forming trust and purchasing intentions. The research identifies a marked behavioral change where consumers place a high value on convenience, authenticity, and social endorsement ahead of traditional advertising and in-store visits. In spite of the constraint of having to work with secondary data, the paper provides an insightful analysis of the micro-dynamics of social commerce within a localized urban setting, advancing the larger debate on Indian digital consumerism.