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.