Personalization

The research paper examines how Social Commerce Analytics (SCA) operates as a driving force behind changes in consumers' perceptions in the Indian e-retailing market. It outlines the interrelatedness of SCA, drinking, consumer trust, personalization, and engagement metrics in consumer buying behavior. The research was quantitative, and the number of participants was 100, on whom correlation and regression analyses were performed using SPSS to test the three hypotheses. The results revealed a weaker, yet statistically significant, negative correlation between SCA effectiveness and consumer buying behavior, indicating a gap between SCA capabilities and consumer expectations. Likewise, consumer trust was found to have a weak negative correlation with purchase intention, indicating that factors like convenience and pricing might more heavily influence the purchase decision than trust. Conversely, personalization and engagement metrics were highlighted as very positively influential to both purchase frequency and brand loyalty, which was statistically significant (R = .708, p < .001) and accounted for 50.1% of the variance. This suggests that data-driven personalization can attract consumer engagement and loyalty for a long time. This study further broadens the discussion on social commerce from the perspective of emerging markets, and on top of that, it provides valuable managerial implications for improving consumer experience by means of data analytics that are appropriate, ethical, and effective.