• Ms. Sanjana
• Ms. Shree Prajna

In the digital age, the landscape of commerce has undergone a significant transformation with the emergence of social commerce—a fusion of social media and e-commerce. This paper delves into the intricate interplay between social platforms and online shopping, elucidating the profound impact of social commerce on consumer behaviour, marketing strategies, and business models. With the rapid proliferation of digital technologies and the increasing popularity of social media platforms, businesses are leveraging these platforms to engage with consumers and drive sales. Through a combination of literature review and empirical analysis using questionnaire method, this study aims to elucidate the role of social commerce in the local economy, shedding light on its impact on businesses, consumers, and the broader socio-economic landscape. We analyze how social media platforms have evolved beyond mere networking tools to become powerful hubs for product discovery, recommendation, and purchase. The integration of social features into e-commerce platforms has facilitated seamless transactions, enhanced customer engagement, and fostered a sense of community among shoppers. Moreover, the proliferation of influencer marketing and user-generated content has reshaped traditional advertising paradigms, enabling brands to leverage the trust and authenticity of social influencers to drive sales. However, social commerce is not without its complexities and drawbacks. Privacy concerns, algorithmic biases, and the proliferation of fake reviews pose significant challenges to the credibility and integrity of social commerce ecosystems. Additionally, this paper explores the implications of social commerce for traditional retail establishments, online marketplaces, and digital entrepreneurs operating in the region. The findings of this study contribute to a deeper understanding of the evolving relationship between social media and e-commerce in the context of Dakshina Kannada, offering valuable insights for businesses, policymakers, and researchers seeking to navigate the complexities of the digital marketplace.

E-commerce, Social media, Consumer behaviour, Social commerce.

"SOCIAL COMMERCE: EXPLORING THE INTERSECTION OF SOCIAL MEDIA AND E -COMMERCE IN THE DIGITAL AGE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 12, page no.h444-h452, December-2024, Available :http://www.jetir.org/papers/JETIR2412753.pdf

"SOCIAL COMMERCE: EXPLORING THE INTERSECTION OF SOCIAL MEDIA AND E -COMMERCE IN THE DIGITAL AGE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 12, page no. pph444-h452, December-2024, Available at : http://www.jetir.org/papers/JETIR2412753.pdf