Social Media Commerce and Its Role in Shaping Consumer Purchase Intentions: Evidence from Maharashtra

Abstract

Social media commerce (SMC) has emerged as a significant component of the digital economy, transforming consumer interactions with brands. This systematic literature review synthesizes secondary data from government reports, digital market statistics, and peer-reviewed studies (2015-2025) to examine social media commerce's influence on consumer purchase intentions in Maharashtra, India. The review investigates key determinants including social media engagement, electronic word-of-mouth (eWOM), influencer marketing, and trust. The synthesis reveals potential influences of engagement and peer recommendations on purchase intentions, with urban Maharashtra showing higher adoption rates. This study contributes to digital marketing literature by highlighting social commerce dynamics in emerging economies.