Click, Share, Buy: The Transition of General Commerce into Social Commerce in Bangladesh: The Impact of Consumer’s Psychological Perceptions on IEWOM and Consumer Intention to Purchase

Abstract

As social media platforms continue to rise in popularity, they are quickly becoming an integral part of the retail industry, giving birth to the concept of social commerce. Bangladesh has seen a similar transition, with general commerce slowly making way for social commerce. This study investigates the role of brand image as a mediator between psychological perceptions and consumer behavior in the context of social commerce. The independent variables of perceived trust, perceived connectedness, perceived responsibility, and perceived competence are examined to understand their impact on brand image and subsequent consumer intentions to purchase and engage in intention to electronic word-of-mouth recommendations. The results of this study suggest that consumers’ psychological perceptions are crucial to the formation of a brand’s image, which in turn affects their intention in purchasing and intention in electronic word-of-mouth recommendations. This highlights the importance of building and maintaining a brand’s image in the era of social commerce. Furthermore, this study provides insights into the factors that drive consumers’ perception of trust, connectedness, responsibility, and competence towards brands in the context of social commerce. In conclusion, this study provides a unique perspective on the transition from general commerce to social commerce in Bangladesh, and the critical role of brand image and psychological perceptions in shaping consumer behavior. These findings have significant implications for marketers and retailers operating in the social commerce space.