Consumer behaviour and the nature of community-focused retail experiences are being shaped by social commerce, an amalgam of social media and e-commerce, revolutionising the business landscape. Changes in retail are being propelled by digital transformation, which is also spawning new business-social relationships. Businesses are facing a rapidly evolving market driven by technology and customer expectations as social commerce micro-moments and digital transformation come to light. In order to surpass expectations set by digital transformation and revolutionary moments, companies must embrace empathy and innovation. In order to deduce what drives consumers, sophisticated algorithms for demand prediction and real-time data analysis are required. To help organisations navigate this landscape, this study examines micro-moments related to digital transformation and social commerce. By leveraging these interactions, companies can take advantage of the dynamic digital world and offer guidance on adapting micro-moments in social commerce environment.
Top1. Introduction
In the realm of commerce, which is undergoing rapid change, the combination of social media and e-commerce, which is referred to as “social commerce” (Dwivedi et al., 2021), holds a prominent position at the dynamic intersection of business and communication inside the realm of digital technology. Using the built-in social features of platforms like Instagram, Facebook, and TikTok, a dynamic shift occurs in consumer behaviour, which goes beyond a simple convergence. This crucial paradigm leverages complex social connections to influence consumer choices and create community-focused retail experiences (Chakraborty & Jain, 2022). The egalitarian nature of this convergence, in which social discourse and commerce are inseparable, is its defining feature. In this context, consumers navigate the realms of discovery, participate in vibrant discussions, and make purchases without ever leaving their familiar social feeds (Busalim & Hussin, 2016). There is a meteoric rise in the visibility of social commerce all across the world, and it is not a passing fad. The exponential rise of mobile connectivity has blurred the boundaries between entertainment, communication, and business (Luna-Nevarez & McGovern, 2021). This crossroads is ripe with the opportunity to reshape the antiquated boundaries of conventional retail formats, and its significance is immense.
A spectacular transformation is on the horizon for consumer dynamics and strategic business evolution, spurred by the confluence of micro-moments (AIContentfy team, 2023a) and the dogged advance of digital transformation in the social commerce domain (Attar et al., 2022). In these brief but significant times, consumers are compelled to seek out digital platforms in their relentless pursuit of instant satisfaction or answers, reiterating the observations made by (Sanyal, 2022). On the one hand, the foundation of today's business landscape is laid by the seismic transformations being wrought by the ongoing digital transformation tale. These significant shifts mark the beginning of a period in which companies must change direction and adjust to meet the demands of a market driven by fast technology development and changing customer expectations. These forces are coming together in a way that goes beyond just following trends; it is like a symphony that is changing the fundamental nature of business.
As we navigate this hyper-connected digital era, it is essential to remember that micro-moments are like a crossroads where customer intent and the digital domain meet. These moments go beyond being isolated incidents; they can drastically affect consumers' buying decisions and their loyalty to a brand, as highlighted in the groundbreaking research of (Laura Adams et al., 2015). The present digital landscape is rife with micro-moments, which are brief yet profound contacts with customers. Businesses run the danger of falling behind in the digital race if they do not masterfully use these moments (Arora et al., 2019; Bruce, 2019). Intricate algorithms for real-time data analysis and predicting individual demands are required to decipher the reasons that drive shoppers in these moments (Sarker, 2021). The foundation for creating unique user experiences, essential for promoting relevant and timely interactions in the ever-changing digital world, lies in these immediate insights.
The purpose of this study is to probe the interdependent nature of social commerce's micro-moments and digital transformation. It aspires to shed light on the complex interaction, providing essential insights for organisations navigating this complex landscape. Businesses are given powerful tools to harness micro-moments effectively when these complicated relationships are revealed. The overarching goal of this research is to help businesses better engage their customers and strengthen their marketing strategies to withstand the onslaught of digital disruption. It aims to strengthen organisations by providing a thorough understanding and strategic counsel, enabling them to manage the always-changing landscape skilfully.
The following are some of the research questions that will be investigated in this study:
RQ 1: How do Micro-Moments in Social Commerce Influence Consumer Behaviour?