A systematic review of ‘willingness to pay’ for brands purchased from social commerce platforms

Purpose: Social Commerce proved to be a boon to Indian local businesses, artisans, woman-led small enterprises and, emerging small brands. The situation arising from the pandemic has paved way for these businesses to make a mark on the consumers and compelled them to buy the products at the price quoted on the sites. The study is all about the willingness of consumers to pay for these novice brands based on their current popularity on social commerce sites. The study will help us know what more can the companies do to receivethe best earnings as well as the right attitude by consumers. Design/Methodology/Approach: The review article contains secondary data, by emphasizing the qualitative approach to the fundamental problem statement. Data is gathered from many scientific publications, websites, research reports and surveys. Findings/Results: My study is mainly to understand this shift in the attitude of consumers toward small brands and to understand their willingness to pay for these brands.I want to know what is the shift in attitude for. Originality/Value: The study highlights and offers new research areas to be conducted empirically. Until now, the majority of study on the topic/area has been descriptive instead of empirical. A research proposal is approved for further investigation on the basis of the study gap.