Peer Influence versus Commercial Persuasion: Social Media's Role in Shaping Online Shopping Behaviour among Young Female Consumers in India

Abstract

This study investigates the differential impact of peer-based versus commercial social media influences on online shopping behaviour among female undergraduate students in semi-urban India, addressing the critical gap in understanding authentic versus commercial influence effectiveness in digital marketing. A quantitative survey methodology was employed with 400 female undergraduate students from Bhiwani District, Haryana, India. Data were collected using validated scales measuring social media usage patterns, influence receptivity, and online shopping behaviours. Statistical analysis included descriptive statistics, correlation analysis, and comparative analysis across demographic and geographic groups. The results revealed a pronounced hierarchy of social influence effectiveness, with friend recommendations (M=4.050) and online reviews (M=3.987) significantly outperforming influencer marketing (M=2.985) and commercial posts (M=2.978). An "authenticity discount" phenomenon emerged, wherein 35.3% of respondents actively resist commercial influence attempts. Rural respondents demonstrated significantly higher reliance on online reviews (Δ=-0.200), while urban participants showed marginally greater receptivity to influencer content. Social media usage patterns exhibited minimal correlation with actual shopping behaviours (r=-0.057 to 0.061), challenging direct platform-to-purchase conversion assumptions. The findings suggested a strategic reorientation from influencer-centric to peer-facilitation marketing approaches. The prominence of authentic peer influence indicates opportunities for user-generated content strategies, community building initiatives, and organic recommendation facilitation rather than traditional commercial influence tactics.