Digital Influence and Social Commerce: The Role of Online Social Experience in Beauty Consumption
DOI:
https://doi.org/10.51325/ejbti.v3i1.213Keywords:
Social Commerce, Digital Social Experience, Consumer Buying Behavior, Community Engagement, Beauty Industry, Bahrain.Abstract
This study investigates how digital social experiences influence consumer buying behavior in the beauty and personal care market in Bahrain. Grounded in Social Learning Theory and the Theory of Reasoned Action, the research focuses on three experiential constructs—social presence, peer influence, and community engagement—within the context of social commerce. Using survey data from 385 female consumers and applying multiple linear regression, the findings reveal that all three constructs significantly predict buying behavior, with social presence emerging as the most influential factor (β = 0.583, p < .001), followed by peer influence (β = 0.421, p < .001) and community engagement (β = 0.269, p < .001). These results highlight the dominant role of interpersonal dynamics and online social validation in shaping consumer decisions in digitally mediated environments. Unlike traditional models that emphasize internal affective or cognitive processes, this study positions external social cues as central drivers of hedonic consumption. The research contributes to the literature by contextualizing social commerce within a Gulf setting and offers actionable insights for marketers aiming to enhance digital engagement strategies in culturally cohesive, high-touch markets like Bahrain.
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