Research Information System
Changing Societies and Personalities, vol.9, no.1, pp.242-274, 2025 (ESCI, Scopus)
This study analyzes the cultural dynamics that shape consumer behavior in the context of social commerce in the Iranian capital of Tehran. Our sociological investigation examines the influence of norms, values, and cultural perceptions on social media interactions on platforms such as Instagram1, Telegram, and internal networks like Soroush and Beel. Using factor analysis and multiple linear regression, we examine the relationships between ten key variables, revealing three main factors—the link of cultural perception, the set of transaction dynamics, and the quadruple of market values—that are primarily responsible for creating the complex interactions between culture and social business behaviors in this context. The findings suggest that cultural attitudes significantly influence consumers’ perceptions of technology, trust in online platforms, and their purchase decisions. Furthermore, cultural values related to product quality, sustainability, and ethical consumption play an important role in shaping consumer expectations and business strategies. Drawing on Baudrillard’s theory of consumption, this study shows that consumer behavior in social commerce goes beyond functional needs, such that purchase decisions are increasingly linked to identity formation and social differentiation. We conclude with recommendations for adapting business strategies to align with cultural preferences, as well as suggestions for future research focused on technological developments and cross-cultural comparisons in social business.