8, April 2026

Instagram as a Social Commerce Platform: A Study on Customer Perception, Trust and Influencer Impact

VOLUME-9; ISSUE-4; APR-2026

Author(s): 1. Dr Lakshmanan M P, 2. Dr Seethalekshmi M P, 3. Athira C R

Authors Affiliations:

1Associate Professor, Government College Chittur, Palakkad, Kerala, India

2Associate Professor, Government Arts & science College Nattukal, Palakkad, Kerala, India

3Research Scholar, Government Victoria College, Palakkad, Kerala, India

DOIs:10.2018/SS/202604002     |     Paper ID: SS202604002


Abstract
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The rapid growth of social media has transformed traditional e-commerce into social commerce, with Instagram emerging as a prominent platform for online shopping. However, concerns related to trust, credibility, and transaction safety continue to shape customer perception and purchase behaviour. This study examines customer perception of Instagram as a social commerce platform, with particular emphasis on trust determinants and social influence factors.

The study adopts a descriptive and analytical research design based on primary data collected from 143 Instagram users through a structured questionnaire. Statistical techniques, including percentage analysis, Chi-square test, Friedman test, Two-way ANOVA, and MANOVA, were employed for data analysis.

The findings reveal that customer perception towards Instagram shopping is moderate and significantly influenced by factors such as seller credibility, transaction safety, advertisement exposure, and usage behaviour. The results also indicate that excessive exposure to advertisements negatively impacts perceived trust, while users following more business pages tend to exhibit higher trust and transaction confidence. Furthermore, influencer content and algorithm-driven features such as Reels play a crucial role in product discovery and shaping consumer attitudes.

The study contributes to social commerce literature by providing empirical evidence from an emerging market context and offers practical insights for enhancing trust, improving user experience, and designing effective marketing strategies.

Social Commerce, Instagram, Customer Perception, Trust, Influencer Marketing

Dr Lakshmanan M P,  Dr Seethalekshmi M P,  Athira C R (2026); Instagram as a Social Commerce Platform: A Study on Customer Perception, Trust and Influencer Impact, Shikshan Sanshodhan : Journal of Arts, Humanities and Social Sciences,      ISSN(o): 2581-6241,  Volume – 9,   Issue –  4,  Available on –   https://shikshansanshodhan.researchculturesociety.org/

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