Why shopping on social media? A systematic review

OLIVEIRA, C. R. ; GARCIA, A.C.B. ; DIIRR, B. . Why shopping on social media? A systematic review. International Journal of Internet Marketing and Advertising, v. 1, p. 1-10, 2020. doi: 10.1504/IJIMA.2020.10038725

Why shopping on social media? A systematic review


  • Carlos Oliveira (UNIRIO)
  • Ana Cristina Bicharra Garcia (UNIRIO)
  • Bruna Diirr (UNIRIO)


Billions of people around the world currently use social media. They have been used for sharing and seeking information, which helped to boost its use for sales of products/services. Despite the vast possibilities of sales on social media, conversion rates for online sales on social media platforms are very low (less than 1%). In this paper, we present a systematic literature review addressing two questions: (Q1) What are the main factors impacting consumers buying behavior the literature has brought to light? (Q2) How has the perception of marketing in social media evolved in recent years? Our main contribution was to show what these factors are and how they relate to each other. Knowing these factors allows marketers to offer the highest number of stimuli and avoid discouragement on their pages/channels on social media.

Keywords: Shopping on social media; Buying behavior; Stimulus factors; Influencer marketing; Systematic review.

DOI: 10.1504/IJIMA.2020.10038725