M. Rasyid Ridha, Ilham Samudra Sanur, Rezky Juniarsih Nur, Ahmadin, M. Yunasri Ridhoh
This research seeks to define, delineate, and examine the evolution of trends in the Economic Sociology of Digital Markets, emphasizing the dynamics of social interaction inside e-commerce platforms. Social connection is demonstrated to be a vital factor that affects customer purchasing intents and decisions, both directly and indirectly. Social aspects, including trust, community participation, feedback, online reviews, and emotional experiences, are increasingly intricately intertwined within social commerce and livestreaming functionalities. Elements such as reliable followers, electronic word-of-mouth (eWOM), and the streamer's social presence significantly influence users' impulse purchasing behavior and emotional involvement. Conversely, social interactions that are not appropriately tailored to consumers' psychological situations, such as loneliness, might diminish loyalty and purchasing inclinations. This study employs a systematic literature review methodology utilizing a bibliometric approach to examine the trajectory of research progress. On April 17, 2025, 29 items were retrieved from the Scopus database using the keywords “social interaction” and “e-commerce platforms.” All data were examined utilizing the Analyze Search Results function on Scopus.com and visualized with VOSviewer software version 1.6.20. Twelve pivotal studies from 2019 to 2025 were acquired through the selection process, directly reflecting the dynamics of social interaction within the realm of e-commerce. Bibliometric analysis shows a sharp increase in the number of publications, peaking in 2024, driven by global collaboration, increased funding, and better access to digital data. By viewing the digital market as an integrated social environment, this research contributes to information technology (IT) by explaining how the dynamics of social interaction on e-commerce platforms critically shape consumer behavior and support a sustainable digital ecosystem. © Little Lion Scientific
Universitas Negeri Makassar, Faculty of Social Science and Law, Indonesia; Universitas Pendidikan Indonesia, faculty of social science education, Indonesia; Universitas Negeri Makassar, Faculty of Economics and Business, Indonesia
