Consumer Behavior Towards Social Currency And Its Impact On Purchase Intention On Max Fashion Women Apparels

Abstract

In essence, "influence currency" is social currency. The number of followers, likes, comments, shares, and views a brand receives has a monetary worth. It simply refers to how widely people disseminate marketing information, or lifestyle information for influencers who disclose aspects of their daily lives. The value that information has when it is shared among people is known as social currency. People want to keep sharing things when they have a positive social currency. In essence, it's a strategy for using the influence of customer recommendations and reviews to increase brand loyalty and consumer trust. Individuals talk about the things they believe make them appear nice. In other words, they will only divulge information that they believe would help them preserve or improve their standing among their peers. Every time someone decides to share something, they risk damaging their reputation and "spend" social currency. This research article will throw light on the consumer behaviour on social currency and its impact on buying intentions with special reference to Max Fashion Apparels.