The Influence of Social Media Endorsements and Online Identity on College Students’ E-Commerce Choices

Abstract

The study investigates the influence of social media endorsements (celebrity, peer, and influencer) and online identity factors (self-presentation, social comparison, and authenticity) on the e-commerce choices of college students. Using data from 273 students in Virudhunagar, Tamil Nadu, the research explores how trust in endorsements, perceived social pressure (FOMO and social approval), and perceived self-congruity mediate these relationships. The findings indicate that peer endorsements have the strongest influence on e-commerce  behaviours, followed by celebrity and influencer endorsements. Social comparison and self-presentation also play significant roles in shaping students' purchasing decisions. The study provides valuable insights for brands targeting college students, emphasizing the importance of peer influence, trust, and identity alignment in social media marketing strategies.