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Investigating the factors that drive social commerce purchase intention amongst the millennials in South Africa
Social media has become fundamental to companies, as well as consumers. Its existence has produced new opportunities and introduced options like ‘social commerce' whereby consumers and firms can sell goods and services on social media platforms. Due to the evolution of marketing from 1.0 to 4.0, the...
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| Format: | Thesis |
| Language: | English English |
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School of Management Studies
2025
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| _version_ | 1867613243160133632 |
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| access_status_str | Open Access |
| author | Kiza, Melikhaya |
| author2 | Dlamini, Siphiwe |
| author_browse | Dlamini, Siphiwe Kiza, Melikhaya |
| author_facet | Dlamini, Siphiwe Kiza, Melikhaya |
| author_sort | Kiza, Melikhaya |
| collection | Thesis |
| description | Social media has become fundamental to companies, as well as consumers. Its existence has produced new opportunities and introduced options like ‘social commerce' whereby consumers and firms can sell goods and services on social media platforms. Due to the evolution of marketing from 1.0 to 4.0, there has been limited research about marketing 4.0 within social commerce. The current study aimed to assess marketing 4.0 dimensions and social commerce characteristics that have been under-studied - particularly how they affect millennial's purchase intentions in social commerce. A sample of 261 millennials was received from two different provinces Western Cape and Gauteng. The findings revealed that platform reputation, reviews, ratings, and product differentiation enhance trust and price. Moreover, trust shows no influence on purchase intention – and nor did brand image, brand integrity and brand identity. Findings from this study indicate that product differentiation, reviews and ratings, and platform reputation are the underlying reasons for trust and brand image are drivers of social commerce purchase intention. Thus, managers need to listen to consumers and produce individualised products to ensure unique and well differentiated offerings. Marketing practitioners should rather focus on using reputable social networks such as Facebook, Twitter and Instagram as key social commerce platforms for the purchase of products. Furthermore, as reviews and ratings are important for millennials, marketers should provide a good response to negative feedback. Lastly, managers in online communities should provide an excellent customer service as that will enhance customer service and lead to purchase intention. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/41640 |
| institution | University of Cape Town (South Africa) |
| language | English eng |
| last_indexed | 2026-06-10T12:33:01.081Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | School of Management Studies |
| publisherStr | School of Management Studies |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/41640 Investigating the factors that drive social commerce purchase intention amongst the millennials in South Africa Kiza, Melikhaya Dlamini, Siphiwe Social commerce, Marketing 4.0, Social media, Social commerce characteristics, Electronic commerce, Millennial, Purchase intention Social media has become fundamental to companies, as well as consumers. Its existence has produced new opportunities and introduced options like ‘social commerce' whereby consumers and firms can sell goods and services on social media platforms. Due to the evolution of marketing from 1.0 to 4.0, there has been limited research about marketing 4.0 within social commerce. The current study aimed to assess marketing 4.0 dimensions and social commerce characteristics that have been under-studied - particularly how they affect millennial's purchase intentions in social commerce. A sample of 261 millennials was received from two different provinces Western Cape and Gauteng. The findings revealed that platform reputation, reviews, ratings, and product differentiation enhance trust and price. Moreover, trust shows no influence on purchase intention – and nor did brand image, brand integrity and brand identity. Findings from this study indicate that product differentiation, reviews and ratings, and platform reputation are the underlying reasons for trust and brand image are drivers of social commerce purchase intention. Thus, managers need to listen to consumers and produce individualised products to ensure unique and well differentiated offerings. Marketing practitioners should rather focus on using reputable social networks such as Facebook, Twitter and Instagram as key social commerce platforms for the purchase of products. Furthermore, as reviews and ratings are important for millennials, marketers should provide a good response to negative feedback. Lastly, managers in online communities should provide an excellent customer service as that will enhance customer service and lead to purchase intention. 2025-08-28T11:47:50Z 2025-08-28T11:47:50Z 2025 2025-08-28T11:38:12Z Thesis / Dissertation Masters MBusSci http://hdl.handle.net/11427/41640 en eng application/pdf School of Management Studies Faculty of Commerce University of Cape Town |
| spellingShingle | Social commerce, Marketing 4.0, Social media, Social commerce characteristics, Electronic commerce, Millennial, Purchase intention Kiza, Melikhaya Investigating the factors that drive social commerce purchase intention amongst the millennials in South Africa |
| thesis_degree_str | Master's |
| title | Investigating the factors that drive social commerce purchase intention amongst the millennials in South Africa |
| title_full | Investigating the factors that drive social commerce purchase intention amongst the millennials in South Africa |
| title_fullStr | Investigating the factors that drive social commerce purchase intention amongst the millennials in South Africa |
| title_full_unstemmed | Investigating the factors that drive social commerce purchase intention amongst the millennials in South Africa |
| title_short | Investigating the factors that drive social commerce purchase intention amongst the millennials in South Africa |
| title_sort | investigating the factors that drive social commerce purchase intention amongst the millennials in south africa |
| topic | Social commerce, Marketing 4.0, Social media, Social commerce characteristics, Electronic commerce, Millennial, Purchase intention |
| url | http://hdl.handle.net/11427/41640 |
| work_keys_str_mv | AT kizamelikhaya investigatingthefactorsthatdrivesocialcommercepurchaseintentionamongstthemillennialsinsouthafrica |