Social Currencies of Social Media Influencers (SMIS) Matter Purchase Intention on Social E-Commerce Platform During COVID-19

Abstract

The social currency of social media influencers (SMIs) is a growing concept during Covid-19 pandemic and deeply matters on an e-commerce platform in purchase intention by online users. SMIs role during the epidemic as an ambassador for the online community and influence consumers behaviour during the pandemic. This research review tries to reveal the value of the social currency (SC) of SMIs as a personal entity on the e-commerce platform through SMIs, which is highlighting during the pandemic. Information and media stories on the Covid-19 were quickly released and circulated very fast on social media and social networking platforms in the first few months of 2020, influencing the customer's intention to buying behaviour on the social media platform. This study theoretically demonstrates the SMIs commendations on social media platforms in online purchase intention during Covid-19. The goal of this study also explores how SMIs SC affects young online shoppers and influences their purchasing decisions on an e-commerce platform. Indeed, online customers are more pretentious by their SMIs in global epidemic time and follow their advice. With rapidly evolving internet infrastructure and business globalization, most businesses are recognized and contained the SMIs for offering their customers e-services.